AWAY x WILLIE NORRIS: PRIDE 2026
THE BAGGAGE YOU NEED. THE BAGGAGE YOU DON’T. THE LUGGAGE FOR BOTH.
BRAND ACTIVATION | RETAIL POP-UP | EVENT PRODUCTION
For the third chapter of Away’s Pride collaboration with Brooklyn-based designer and queer activist Willie Norris, we translated the My Baggage collection into two bi-coastal activations rooted in queer community, storytelling, and self-expression.
The collaboration came to life through two distinct celebrations—first in Brooklyn, then in West Hollywood—united by Willie’s unmistakable red-and-black visual language and a shared invitation to claim what we carry.
BROOKLYN: THE STORY INSIDE THE BAG
The collaboration launched in Brooklyn around Willie’s voice. Custom peep-hole luggage installations invited guests to look inside, where video and audio from Willie told the story behind the collection in her own words.
Drag performances and empanadas turned the launch into a lively neighborhood gathering—part collection debut, part queer cultural celebration.
From Brooklyn, the celebration traveled to West Hollywood, where a bold conveyor-style installation put the collection in motion.
Live airbrushing let guests personalize their bags, a baggage-unlock giveaway added discovery, and the peep-hole pieces returned with Willie’s video and audio—carrying the story from one coast to the other.
THE STORY MOVES WEST.
AT-A-GLANCE
CLIENT: Away
TYPE: Brand Activation, Retail Pop-up
LOCATION: Brooklyn, NY + West Hollywood, CA
ACTUALIZATION: Bi-coastal Pride activations for the Away x Willie Norris My Baggage collection
PARTNERS: Willie Norris / Stoelt Productions
OUR ROLE:
- Consumer Experience + Journey
- Space Design + Brand Moments
- Production + Build Management
- Event Management + Staffing
- Content Integration
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