Converse - #Forever Chuck
Campaign Launch
The secret event was held at selected industrial space in a convenient and characteristic location, with cobbled streets, and a backdrop of Dickensian warehouses. A fully immersive experience designed to launch the brand campaign and message, through exciting private moments. Reinforce the link between Converse and youth culture with a focus on the trailblazers of London.
To this aim, all campaign films and new look book fashion images being projected via cutting edge 360° digital mapping, that created installations style presentations throughout the different allocated zones of entrance, reception, workshops and surprise dinning reveal area. With the products took centre stage in the reception zone, displayed on concrete top museum style plinths with dramatic down lighting. Surrounded by the full range of campaign images and promotion tools to educate key media and influencers on the Chuck Family offering.
Once relaxed with a drink, guests were directed to the workshop pods and to imagine and assemble their own custom made Chuck Taylor trainers, out of specially curated materials and accessories - aided by the workshop ‘Maestros’ (Students from the BA Footwear course at the University of Northampton). Then sealed and collated, ready to send to Boston for production.
Followed by a bespoke dinner by the acclaimed Honey & Co. chefs, to reflect the Chuck Family collection and immerse the guests in to the brand experience. The complete outside of the venue was fly posted with campaign street posters to complete the urban setting and present the build as a brand hub of creativity.