Converse Fall 2010 Press Preview
I was tasked to create an impactful event to preview the Fall 2010 Converse footwear collection. The event was held in Paris for the EMEA regional press. The space was an abandoned parking garage, which lent itself to being very spacious and empty. I was challenged to create division in the space that would allow for storytelling and people flow but still appear open and airy. I was also challenged to incorporate an audio guide into the product vignettes that would include soundbites about the product, interviews with artists and music.
I was inspired by artist like Tara Donavon, Cornelia Parker, Damian Ortega, Michael Johansson, Gamper Martino and others similar to them; the concept made heavy use of hanging objects as well as repetitive objects. The event also used cues from museum environments--large suspended walls to divide space and bold copy applied directly to walls, for example.
