Video by Bjørn Staal.
QRTD Pre Launch 2023: Introducing a Creative Lifestyle Universe
Setting the Scene
Ahead of the opening of the QRTD studio at Aker Brygge in Oslo, COLLECTIVE OSLO developed and produced an immersive pre launch event designed to introduce invited creators to the QRTD universe. Bringing together fashion, food, music, design, and lifestyle experiences, the evening functioned as a multidimensional brand introduction shaped around inspiration, interaction, and cultural storytelling.
Building the QRTD Universe
For the event, more than one hundred invited creators and cultural profiles were welcomed into a curated environment where different creative disciplines unfolded simultaneously throughout the venue. Rather than focusing on a traditional launch format, the experience was designed as a sequence of immersive activations allowing guests to move freely between installations, live performances, conversations, and interactive moments connected to the QRTD identity.
Immersive Experiences and Creative Encounters
Throughout the evening, guests encountered a variety of artistic and lifestyle driven experiences designed to reflect the multifaceted QRTD universe. Chef Fabio Pezzoli from Campo de' Fiori led an interactive charcuterie experience, while Edda Gimnes recreated elements of her London studio as part of a fashion focused installation.
Lifestyle creator Julie Valsø brought her family van life universe into the event through both an outdoor installation and an intimate indoor travel inspired setting. Guests also experienced a live performance by Beforefrances, interactive non alcoholic drink workshops with Empress, ice sculpting by Thomas Orderud, and jewelry presentations featuring Diawene and QRTD design collaborators. Together, the activations created an atmosphere balancing intimacy, experimentation, and social energy.
Our Approach
Our approach focused on introducing the QRTD brand through experiential storytelling rather than conventional launch communication. By combining multiple creative disciplines within one curated environment, COLLECTIVE OSLO developed a brand experience where guests could engage with QRTD emotionally, socially, and sensorially through participation and discovery.
COLLECTIVE OSLO led the concept development, creative direction, and full production of the event, shaping every aspect of the guest journey from spatial atmosphere and programming to activations and experiential flow. Each collaboration and installation was selected to reflect different aspects of the QRTD identity, creating a layered environment where fashion, food, music, craftsmanship, and lifestyle culture merged into one cohesive pre launch experience.
CLIENT
QRTD
LOCATION
Aker Brygge
CATEGORY
Brand Activation
Launch Event
DELIVERABLES
Concept Development
Creative Direction
Event Production
Guest Experience
Brand Activation
Spatial Design
Artist Collaboration
Lifestyle Programming
On Site Production
PHOTO & FILM
Lossius
QRTD x Costume Awards 2023: Creating a Social Brand Universe Through Experience
Setting the Scene
As a main partner of Costume Awards 2023, QRTD collaborated with COLLECTIVE OSLO to create an immersive lounge activation designed to strengthen visibility and cultural relevance within one of Norway’s leading fashion events. Positioned at the center of the social experience, the activation transformed brand presence into atmosphere, interaction, and participatory storytelling.
Connecting the Brand
For the Costume Awards 2023 celebration, COLLECTIVE OSLO developed and produced the QRTD Lounge as a visually distinctive environment integrated into the larger event universe. Through scenography, lighting, spatial design, and interactive elements, the lounge became a destination where guests could gather, socialize, and engage with the QRTD identity in a playful and memorable setting.
Social Energy and Visual Identity
The lounge was defined by monochromatic pink scenography featuring low plexiglass lounge tables, illuminated spherical lamps, and a large sculptural QRTD logo overlooking Oslo’s city center. The environment balanced glamour and playfulness, creating a vibrant social atmosphere where guests gathered around the QRTD bar throughout the evening.
A central highlight of the activation was the QRTD Glambot experience. Inspired by the cinematic slow motion red carpet films seen at international award shows, the installation invited guests to become part of the brand experience themselves. As one of the first Glambot activations introduced in Norway, the experience quickly became a focal point of the event and generated strong engagement among guests and creators attending the awards.
Our Approach
Our approach focused on transforming sponsorship into immersive participation. Rather than creating a conventional branded lounge, COLLECTIVE OSLO developed a social environment where atmosphere, interaction, and visual identity became inseparable parts of the QRTD experience.
COLLECTIVE OSLO led the concept development and full production of the activation, shaping everything from scenography and guest flow to lighting design and interactive experiences. Every element was designed to strengthen emotional engagement while ensuring the QRTD identity felt naturally integrated into the larger Costume Awards universe. Through bold visual storytelling and participatory activations such as the Glambot installation, the lounge became both a branded destination and a cultural moment within the event itself.
CLIENT
QRTD
EVENT
Costume Awards 2023
CATEGORY
Brand Activation
Experiential Marketing
DELIVERABLES
DELIVERABLES
Concept Development
Creative Direction
Spatial Design
Scenography
Guest Experience
Interactive Installation
Brand Integration
On Site Production
PHOTO
Tonje Gulbæk
Ida Neerbye
FILM
ASK/HUGE
