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New Balance relaunches one of its most iconic shoes: the brand’s mythical range of grey 574 sneakers, back in production after 30 years.

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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.

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La estrategia

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.

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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.

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