This Must Be the Plays is a collaborative label committed to play. We embrace the unpredictable, the messy, the bold. Play is how we invent, connect, and change the world around us.

We work where art, design, and fashion meet, drawing from games, sports, and play culture. We create works that grab attention, provoke thought, inspire and entertain. From limited objects to immersive experiences, and through unexpected collaborations, we let curiosity and experimentation guide us.

This Must Be the Plays is built with those who like to explore and have fun.

We didn’t start from zero. Before this, we built cult interactive works, showed at festivals and museums, and made brand projects that were used and enjoyed all over the world. Our collaborators have designed installations, objects, and city-scale interventions for real audiences, with write-ups, long queues, and a pile of learnings we pour into the label.