THINKING MU

We create, conceptualized and curated the Thinking Music Festival for Thinking MU — a purpose-driven fashion brand. This activation merged conscious music curation, sustainability, and community-building to bring the brand's values to life through sound and experience. From strategy to execution, the festival was designed as a sensory journey aligned with the brand's mission — blending live music, cultural storytelling, and creative collaboration in an intimate, elevated format.

As part of the initiative, we also launched an international open call to spotlight emerging artists and foster new musical talent aligned with the brand’s ethos. Additionally, we incorporated a unique catalogue of natural soundscapes — made possible through our non-profit branch, Sound Earth Legacy — to deepen the sensory impact and celebrate the connection between nature, music, and mindful living.