Boardmasters

Between 2016 and 2018 CANNA became a familiar name at Boardmasters Festival in Cornwall. Over four summers we built a presence that went far beyond a logo on a banner. We created spaces where people could connect, relax, and experience the CANNA world in a setting that matched our brand values.

2016
In 2016 we introduced the CANNA Ramp at Fistral Beach. Across five days it became a magnet for crowds, showcasing top BMX and skate talent while sparking countless conversations about who we are and what we stand for. At Watergate Bay, The Garden presented by CANNA offered a different kind of energy. Here festival-goers could slow down, enjoy a drink, connect online, or join in on games and activities. It was a place where CANNA felt natural and approachable.

2017
The following summer the CANNA Ramp returned, bigger and bolder. The public skate and BMX sessions drew both amateurs and pros, while the Young Guns Invitational gave under-sixteen riders their moment in the spotlight. In The Garden, a live graffiti wall led by artists Luke Embden and Bex encouraged visitors to pick up a spray can and make their own mark. A Facebook competition added extra buzz, with one lucky winner riding away on a brand-new CANNA BMX.

2018
By 2018 we had refined our approach into a complete festival experience. Alongside the action at Fistral and the creative energy of The Garden, the secret CANNA Stage became a nightly highlight. Hidden behind a barn door, it revealed intimate live sets from artists like Swindle, Jamz Supernova, Big Tobz, and Melody Kane. The atmosphere was electric, and the YouTube video “The Journey to Boardmasters” captured that magic perfectly.

Our time at Boardmasters proved how powerful it can be to meet our audience where they already feel inspired. We were not just present, we were part of the memory. It is a reminder that when we create authentic experiences that blend seamlessly with the culture around us, CANNA does more than show up. It stays with people long after the event ends.