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Havaianas aims to be the number one sandal brand in U.S. and has brought in creative agency TBD in the creation of its first large-scale outdoor activation stateside. The Brazilian-based retailer has collaborated with renowned street artist, Buff Monster, has transformed the Venice Beach Boardwalk into an immersive art installation and shoppable AI experience.

“Step into Summer” is the U.S. extension of Havaianas’ global “Let’s Summer” campaign and touts its most vibrant summer-infused designs. Buff Monster who cites ice cream, pop art and graffiti as his major influences will create an original sidewalk mural that incorporates Havaianas brightest and boldest patterns alongside his prominent ice cream imagery.

Printed on a 100-foot long rubber runway, the activation incorporates Google Vision AI so visitors can interact with the installation at stepintosummer[dot]com on their mobile devices. The technology recognizes the design and takes shoppers to that exact model to purchase. The site also provides a curated style guide with fashion tips by celebrity stylist Tara Swennen. Tips include how to wear the specific Havaianas you selected with everyday outfits and transitioning your style from day to night.

Since their founding in 1962, Havaianas has been synonymous with summer spirit. The company began working with leading designers in the 1990s and the collaborations have introduced new patterns and vibrant colors that have attracted a global audience that is relevant year long.