Havaianas: Designing the Immersive Rainbow Walkway to Engage and Excite Audiences

INTRODUCTION:

In partnership with Havaianas Philippines and Five Seconds Advertising, Tagline 360 helped craft the immersive Rainbow Walkway at Bonifacio High Street – a bright, interactive community installation designed to bring awareness and excitement to Havaianas’ Pride Collection while celebrating LGBTQIA+ inclusion and self-expression.

THE CHALLENGE:

Translating inclusivity into space: Convert Havaianas’ Pride ethos into a physical experience that communicated the brand’s rainbow-colored values.
Creating buzz for the Pride Collection: Generate meaningful visibility and engagement for the limited-edition flip-flop collection in a way that felt natural and touchpoint-friendly.
Maintaining authenticity: Ensure the activation felt like genuine allyship and not a superficial marketing push.

THE STRATEGY:

Pride-inspired immersive design: Create a pathway installation echoing rainbow iconography, designed to attract attention and drive foot traffic.
Engagement-led interaction: Incorporating communal string art, charging stations, benches, selfie zones, and photo-worthy design features encouraged visitor creation and sharing.
Brand messaging alignment: Through local messaging and signage, draw explicit connection between the Walkway and Havaianas’ Pride Collection, including donation messaging and the brand’s Pride Squad support.

THE SOLUTIONS:

Design & Setup Highlights

Rainbow Walkway installation: A vibrant arched walkway lined with branded messaging that visibly referenced Havaianas’ Pride Collection and the #AllLoveWelcome initiative including zones designed for photo taking and relaxation.
Interactive elements: Public-facing installations like rainbow benches, a charging station for mobile devices and e-bikes, and a #AllLoveWelcome string-art wall promoted both engagement and self-expression within the space.
Pride collection integration: Signage emphasized Havaianas’ commitment to Pride – linking the Walkway to the Pride Collection and informing visitors that a portion of proceeds would be donated to LGBTQIA+ non-profits in the Philippines.

What Makes It Novel

Activating the Pride Collection through experience, not just promotion: The Walkway served as a physical and visual extension of Havaianas’ Pride capsule – creating a living platform rather than simply a storefront display.
Experience-led, not display-led: Through participatory design (charging zones, benches, photowalls), the walkway encouraged genuine interaction – not passive viewing.
Amplification built in: With its bright design and social-first zones (e.g., photo lounges, string art backdrop), the Walkway encouraged guests to record, post, and tag—supporting organic buzz tied back to the Pride Collection.

THE RESULTS:

Media and social traction: Received coverage in design and brand publications like Adobo Magazine and views across social platforms featuring the walkway as a Pride destination in the metro.
Brand-aligned participation: Visitors engaged with the space in ways that reflected Pride messaging, aligning brand collection interest with participation in the installation.
Template for future activations: A scalable and adaptable model built for future Pride seasons or other community-led activations across Manila districts.

CONCLUSION:

Tagline 360 transformed the Rainbow Walkway into a strategic activation that supported Havaianas’ Pride Collection while celebrating community and inclusivity. Far from being a marketing stunt, it became a living, shareable platform – reinforcing that Pride never stops and all love is welcome.