Take the Floor
▲ Going up
G
Elevated by Vertical Impression

Take theFloor

The floor is yours.

A catalog of women walking in like the room is theirs. Because it is. Launching at Cannes Lions, one strut at a time.

How it started

The origin

It started as a ritual. Every night, before we walked out, we would strut.

At the start of the year, a few of us, all women who have built real things, made a ritual of it on vacation. Show off the outfit. Dance into the room. We filmed it and posted it, and something landed: the confidence, the joy, the way a circle of women hyping each other up makes everyone walk taller.

Then I did it at a conference, in the kind of room that does not usually make space for that. Same reaction. Bigger, actually.

So this became the brand. A place to collect every strut, tag every woman, and keep handing each other the floor.

Strut, girl.

What it
means

One phrase doing a lot of work. Here is the directory.

The nameTake the Floor
Three meanings in one phrase. The floor of the elevator (we are always going up). The floor of the room, as in take it, the moment is yours. And the floor you strut across.
The taglineThe floor is yours.
Nobody owns the floor. You take it, you shine, then you hand it to the next woman. That is the whole point.
The callStrut, girl.
What we shout the second before someone walks out. Permission and hype in two words.
The moveThe strut
However you walk it, that is your strut. There is no wrong way to take your floor.
The formatEditions
The floor travels. Every city and event gets its own edition: Take the Floor: Cannes, and every one after it.
The liftElevated by Vertical Impression
Vertical Impression raises things for a living. Now it raises this too.
▲ Now boarding Cannes Lions · La Croisette

Take the FloorCannes Edition

The inaugural edition, launching at Cannes Lions. Here is how it works: every strut becomes a floor in the catalog, every woman tagged and celebrated. It is filling up now, and the first floor is Cannes. Every night, a new strut. Every strut, a woman who knows exactly who she is.

Follow the Cannes edition

The floor travels. Wait and see where we land next.

The floor is yours

Take your
floor

Strut, girl.

Tag your strut on @take.the.floor.club