RITUALS, KARMA BEACH

For the launch of The Ritual of Karma sun care collection, IT’S YES produced a full beach activation in Zandvoort, based on a concept developed by WE MAKE YOU HAPPY. The installation transformed an existing beach location into a fully branded Rituals environment for the summer.

A beach pavilion was completely reworked in Rituals identity, supported by a series of custom-built elements including loungers, surf-inspired scenography, a photowall and a branded vending machine for product distribution. The space was designed to combine product visibility with a relaxed, experiential setting.

The activation extended beyond static installation, integrating beach activities such as volleyball and beachtennis to reinforce the lifestyle aspect of the campaign, while maintaining a coherent visual language throughout the site.

All elements were fabricated in-house and engineered for long-term outdoor use, built to withstand changing weather conditions over a full month on the Dutch coast. From production to installation, IT’S YES ensured a consistent, high-quality execution across the entire environment.