New Balance relaunches one of its most iconic shoes: the brand’s mythical range of grey 574 sneakers, back in production after 30 years.
The challenge
To craft an event for the presentation of the New Balance 574 range in Madrid. The show, held simultaneously in 16 different countries, shares a common thread: the different “Ns” of the brand’s logo, as personalised by a variety of contemporary artists. Before an exclusive audience hosted at a central but large downtown location, worked on a tight Budget, we were tasked with impacting and surprising all present: millennials from the world of fashion and trends.
The concept
Design an itinerary to permit the guest to travel through time. Taking the colour grey and design as the common denominator, we created a space to transport the audience from the present back to the eighties, via 8 select grey painted icons of design. The space closes upon an infinity staircase which frames the iconic sneaker. The project was created alongside the Anna & Eugeni Bach architectural studio.
El resultado
A unique environment for an exclusive celebration with 150 guests, all influencers and instagrammers from the world of fashion, sneakers and trends. A space in which the history of design dresses in grey and creates a surprising brand experience to connect with its millennial target.
