What went down at HEYDUDE's TAKE A HEYCATION event in Rome Between the afternoon and evening, the Fuori kiosk on Viale Parioli was transformed into a beach club

Last Saturday, HEYDUDE brought the second stop of its summer TOUR TAKE A HEYCATION to Rome, transforming the space of Fuori Roma into a genuine seaside oasis in the heart of the city. The event is part of the launch of the brand’s SS26 collection, which revolves around a very clear concept: you don’t need a vacation to feel on vacation. All it takes is slipping on a pair of HEYDUDE to be instantly transported into a state of carefreeness, lightness and freedom. The Roman event was the perfect example of this philosophy. Fuori Roma was completely reconfigured to recreate the atmosphere of a day at the beach. Colored deck chairs, umbrellas, inflatable balls, beach towels and many other typical summer beach elements took over the urban space, creating a fun and evocative contrast with the city backdrop. Visitors found themselves immersed in a vacation resort right in the heart of the city.

The event, open to the public, attracted a large crowd from the early afternoon. Throughout the day, DJ sets featuring Italo-Disco, funky and summer vibes followed one another, accompanying the public from afternoon until evening and recreating the typical atmosphere of a sunset by the sea even among the buildings of the Capital. There was no shortage of themed workshops related to the summer lifestyle and the HEYDUDE world, along with summer gifts and engagement activities designed to let participants experience the event in an active and engaging way. Making the day even more special was the presence of several influencers who experienced the event together with the public, sharing moments of relaxation and fun.

Those who attended were able to experience firsthand the brand’s message: the comfort of HEYDUDE is not just about comfortable shoes, but becomes a true state of mind. Wearing them means giving yourself permission to slow down, to be lighter and more spontaneous, even in a big city like Rome in the middle of June. The event confirmed the success of the itinerant format chosen by HEYDUDE for this season. After the zero stage in Milan at Parco Sempione, Rome responded with enthusiasm, proving that people really crave small, accessible and nearby mental vacations.

The next stop of the tour is already confirmed: the homecoming at the Santeria Belmare in Lido di Camaiore, with the breathtaking sunsets of Versilia and the Prima Estate Festival.