March 2025
SXSW x Stussy: The Break Club
We're bringing Stüssy’s street energy to SXSW through an immersive experience that lets festival- goers break away, make moves, and leave their mark. A multi-level immersive experience that transforms Stussy's iconic 8-ball icon into a physical space to enter where streetwear, pool, and interactive art are blended together. The creative direction embraces the refined authentic expression of the brand. Concept reviced a SCADDY Awards Experiential Design Honorable Mention.
SXSW is a hub for music, street culture, and immersive experiences.
Stüssy fits right into the scene by tapping into festival-goers’ desire for cool, exclusive, and interactive moments. Stüssy has always been about the culture, and SXSW is the hub to experience and share culture, touch base with what you already love, or get to love something new.
"The Break Club" embodies the energy, rebellion, and underground cool of Stüssy, while suggesting exclusivity. It draws inspiration from pool culture, where "the break" is the opening shot that sets everything in motion—just like Stüssy has always been a brand that shakes things up and sets trends.
"The Break Club" isn’t just about the game—it’s about giving festival-goers a space to pause, reset, and make their next move. SXSW is fast-paced, loud, and nonstop, but The Break Club offers a moment to step away from the chaos and immerse yourself in something different—where game, fashion, and culture intersect.
Inside would be the ability to leave your mark, spray painting graffiti on the wall. This would later be turned into a montage video used on social media as post-event advertisting.
Second Floor: Cue the Break
There would be a life sized pool game where participants would kick soccer-ball-size pool 8-balls into the sockets. Taking the traditional pool game to the next level. There’s also an alter native version were players are inside of 8-ball themes, human-size hamster balls. This game would function like a regular pool game but instead of playing with sticks game players would aim to push teammates into the pockets of the board.
Third Floor: Break the Style
Here people would be able to pick from various branded patches and or stencils which designs they wanted spray painted on a Stussy hat, in the color of their choice.
Fourth Floor: The Final StopA photobooth and merch stop for customers after attending the pop-up.
CreditsHannah Knerr
Concept & Designer
Samuel Jimenez
Designer