Slides Framework

The London School of Lucha Libre

Down the back alleys of East London lays the training ground for Britain’s most respected pro wrestling school. Here, aspiring athletes train to earn their position centre stage, in a monthly show called Lucha Britannia.

Story

In danger of being written off as a comical fad, we were asked to develop a strategy that would grab the attention of new wrestling enthusiasts and draw them into the community.

  • Solution

    Through our first-hand documentation of the lucha aficionados, it became clear that experiencing the culture was the only way forward.

    An immersive art show that could innovatively capture the imagination of a new audience, allowing them to experience the raw brilliance of the craft of Masked Mexican Wrestling - Lucha Libre.

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    Results

    With only a month for execution, the evening-event attracted a diverse crowd of over 100 attendees, received press coverage including interviews with The Kick Out Podcast and Jocks & Nerds Magazine, and was even tweeted by The Mexican Embassy.

    This exposure culminated in a TV feature on the BBC that showcased women in Lucha, further promoting the sport to a female audience.