Fourteen black containers, placed in a perfect circle, established a unique and easily identifiable ‘village’ area. Once people entered the circle, they were in the world of Converse. Instead of an overabundance of branding, visitors could enjoy music, art, fashion and an authentic atmosphere. Each container had its own content. The art container became a studio, where artists turned each surface into a painting. In two Chuck-o-Matic containers, festivalgoers could have their Chucks customised by artist and musicians who were performing at the festival. The Converse area was a lively, popular hangout, attracting more than 20,000 visitors over three days.