On March 10, Converse hosted an immersive storytelling media event to showcase two key tenants of its product strategy, CX and Shapes, ushering in a new era of design.
The design of the experience aimed to create four distinct zones anchored to the narratives presented in each "room". The heritage space drew inspiration from the wooden crates in the old rubber factories and set up the historical timeline of rubber and canvas for future innovations to evolve. The CX space had scalloped wall coverings inspired by the exaggerated heel tap of the CX Disrupt. The mango orange color created a bold impression while the circular figures implied comfort. The Shapes space utilized 20 lifesize screens spaced out in a pill-shaped perimeter, immersing the audience in a video introducing Converse's gender-inclusive apparel proposition. Lastly, the Apparel Showcase space modified the wood from the first room by incorporating reflective and white laminates, creating a clean and kaleidoscopic backdrop for the displays. Even though each space embodied different colors and materials, they cohere around a dominant central axis, connected through geometric motifs, serial modules, and tactile overlaps.
Project: Converse Reinvent Media Event
Location: Chelsea, New York
Date: March 2020
Experience Design Lead: Justin Jiang
Design Partner: WeShouldDoItAll
Production: Production Glue
The design of the experience aimed to create four distinct zones anchored to the narratives presented in each "room". The heritage space drew inspiration from the wooden crates in the old rubber factories and set up the historical timeline of rubber and canvas for future innovations to evolve. The CX space had scalloped wall coverings inspired by the exaggerated heel tap of the CX Disrupt. The mango orange color created a bold impression while the circular figures implied comfort. The Shapes space utilized 20 lifesize screens spaced out in a pill-shaped perimeter, immersing the audience in a video introducing Converse's gender-inclusive apparel proposition. Lastly, the Apparel Showcase space modified the wood from the first room by incorporating reflective and white laminates, creating a clean and kaleidoscopic backdrop for the displays. Even though each space embodied different colors and materials, they cohere around a dominant central axis, connected through geometric motifs, serial modules, and tactile overlaps.
Project: Converse Reinvent Media Event
Location: Chelsea, New York
Date: March 2020
Experience Design Lead: Justin Jiang
Design Partner: WeShouldDoItAll
Production: Production Glue