To commemorate the launch of Thisisneverthat’s debut collection with Converse, we created an activation takeover at the Converse Hongdae Store, uniting the movement of creativity. “New Vintage” was the inspiration of the collection, reinterpretation of 90’s skate influence. Therefore, the design of the space also borrowed motifs from the subculture, such as wheat pastings, tv monitors, checkerboard patterns, and skate ramps. In addition to product displays, we also organized programming for the local community including silkscreen workshops, footwear customization, skate jam, and live DJ sessions. As a result, we have generated 283 clippings from this event, over 400M impressions, and gained over USD 1.6M media value.

Inspired by old tv monitors in skate shops that featured skate videos, we encased screens in mirror boxes to give them a contemporary profile. Campaign videos were played on them in the space, while the mirror reflected the audience, creating an ever-changing collage. Wood was the other primary material, a warm and tactile juxtaposition. These fixtures were pained teal on the interior, corresponding to the color of the soles. Fixtures and graphics were arranged loosely in a checkboard pattern, creating a modular system proliferating across three floors.

Project: Converse X Thisisneverthat
Location: Seoul, Korea
Date: October 2021
Experience Design Lead: JustinJiang
Design Partner: FIG