kasina × crocs

Kasina × Crocs: A sold out launch, and every person on the floor accounted for.

The first global launch of the Echo II, in Seoul. We turned the lights off and made discovery the mechanic.

Solution: Retail
Category: Product launch
Location: Seoul
Timing: Under four weeks, brief to doors
Tags used: On metal sticker, Sticker sheet
Status: Ended

Headline result

94.9%

puzzle completion once engaged

Featured in

See the Portal ↓

A visitor holding the Kasina Portal under UV light

The store lit in UV, the Glow in the Dark wall

The corridor, each shoe on its own stand

The mural at the end of the corridor, two people in front of it

A lantern held over a plinth, finding what is hidden there

Someone photographing the shoe on the floor

The brief

Crocs chose Kasina, Korea’s original streetwear select shop, for the first global launch of the Echo II. Dopa Agency’s answer was to turn the lights off and make discovery the mechanic instead of the display. We built the connected layer inside it, in under four weeks.

What we built

Five tags, four zones
One tag at the entrance for orientation and four carrying missions, all in the mobile browser. No app, no download, no account.
A Portal that opened as people moved
Sign up and consent at entry, then missions, progress and a structure that only opened as people physically walked the floor.
A mission engine
Answer checking, wrong answers, solved states, and groups moving through together rather than one at a time.
Glow Shot
A photo capture that turned a private discovery into something to share.
A live bilingual dashboard
Kasina and Crocs watched it happen in Core rather than reading about it three weeks later.

What we learned

We built it for launch night, because launch night is the photograph. The record said otherwise. The invited crowd lingered and a third shared their Glow Shot, but the public weekend converted harder: 51% opted into marketing against 38% on opening night. Launch night amplifies. The public days build the audience.

The result

Sold out. 159 in store sign ups, around half opting into marketing. 99 Glow Shots captured. Zone taps ran 191 to 224, near identical across all five: the game moved people through the whole floor instead of letting them cluster at the door.