There were two main goals for Converse's 2019 Pride campaign: tell the stories of the LGBTQA community and celebrate the trans flag. The design of the SOHO SIS drew inspiration from the ways portraitures are displayed in museums, switching between different scales and contexts. Rather than "rainbow-washing" everything, the design called for a more subtle palette that allowed the ambassadors and products to shine through. Pictures were printed on heavy stock paper and affixed with small pins or hung with thin wires, apparel was displayed on a rod hanging from the ceiling, and posters were printed on curtains. The mechanisms of displays were intended to have subtle movements, contributing to a sense of delicacy and intimacy.
Also, the brief called for a customization area inside the wood-framed SIS, so scaffolds from the previous ERX install were reconfigured into a circular shape with two openings for order and pick up. Colored acrylic panels filled the square modules, translating the colors of the pride flag into a continuous loop. The colors reflected and bounced off each other, resulting in different hues and shades.
Project: Pride SOHO Activation
Location: Converse SOHO, New York
Date: June 2019
Collaborators: Big-Giant (Design), Axiom (Build)
Also, the brief called for a customization area inside the wood-framed SIS, so scaffolds from the previous ERX install were reconfigured into a circular shape with two openings for order and pick up. Colored acrylic panels filled the square modules, translating the colors of the pride flag into a continuous loop. The colors reflected and bounced off each other, resulting in different hues and shades.
Project: Pride SOHO Activation
Location: Converse SOHO, New York
Date: June 2019
Collaborators: Big-Giant (Design), Axiom (Build)