In the sunny paradise of Ibiza, the iconic global brand Smiley recently hosted its much-anticipated "House of Smiley", a fitting celebration for the end of phase 1 of their We Are All Original campaign. Known for spreading joy and positivity, Smiley gathered a diverse group of creatives and artists to showcase their individuality, staying true to the brand’s ethos of originality and integrity.

The Ibiza event was the perfect finale to the music part of the campaign that shone a spotlight on artists through a compelling short-form documentary series. Featuring icons like BRIT Award-winner Becky Hill, DJ and producer Roger Sanchez, the series asked one important question: what makes them original? The Smiley brand, which has left a mark on global culture since the 70s, continues to foster a legacy of authenticity and self-expression. This event in Ibiza was no different.

But the trip wasn’t just about music; it was about community. The event created an immersive environment where press, artists, and creators could come together to share stories, explore the essence of originality, and of course, enjoy live performances. As part of the celebration, we were treated to an exclusive performance at Ushuaïa by house music sensation Sam Divine. 

The decision to bring the "House of Smiley" event to Ibiza, one of the spiritual homes of electronic music, wasn’t accidental. Smiley has long been intertwined with club culture, its emblem representing freedom, creativity, and a break from societal norms since its early adoption during the acid house and rave movements. The brand has not only survived but thrived across decades, transcending beyond just a logo to become a symbol of personal expression and cultural defiance.

At the heart of this campaign was Smiley’s mission to explore the stories behind these musical pioneers and how they’ve crafted their own paths in the ever-changing landscape of electronic music. SYREETA and Sam Divine, both seasoned artists in the house music scene, shared their experiences during the event, offering valuable insights into what makes them original.

For Sam Divine, an artist who has performed at iconic venues worldwide, the collaboration with Smiley was nothing short of refreshing. "This campaign felt empowering and refreshing to share my story with a different audience," Sam told us. Known for her dynamic sets and influential label Dvine Sounds, she spoke about the importance of maintaining balance in her career while managing a label and DJing around the world. “I started my label nine years ago, and it’s been amazing to grow and be a part of so many artists’ stories,” she said.

Sam’s connection to Smiley also runs deep. “I’ve always been a huge fan of the brand, and working on this campaign felt empowering. The clothes, the concept, the energy—it was all just a breath of fresh air,” she revealed. Through this collaboration, Sam not only shared her journey but also reinforced the importance of embracing individuality—a key message Smiley continues to promote.

During our interview, SYREETA emphasized the importance of staying connected with both her craft and the crowd. “I like to think if you’re playing what you really love, and you’re being authentic, the audience can tell,” she explained. Her dedication to crafting sets that bring audiences on a journey showcases her passion for creating memorable, high-energy experiences. For her, being original isn’t just about what you play, but how you play it: "What you play and how you play is a way to express yourself as an individual. You have to create your own path and believe in it 100%."

SYREETA's collaboration with Smiley felt like a natural fit. “Smiley represents positivity and happiness, and being able to talk about my journey as an artist was a beautiful process,” she shared. Smiley's dedication to highlighting individual stories resonates with her own philosophy of staying true to oneself, creating a synergy that made the collaboration special.

As the Smiley brand moves forward, its next chapter promises to continue embracing the creativity and individuality that it has championed for decades. The We Are All Original campaign highlighted the importance of self-expression through music, and the Ibiza event provided a perfect backdrop for exploring this message.

Smiley’s roots in Ibiza, a global hub for electronic music, reflect its larger cultural significance. It’s not just a symbol of positivity—it’s a beacon for those who break the mold, embrace freedom, and leave their mark on the world. For Smiley, originality isn’t just an idea; it’s a way of life.

Words by Samo Šajn