Brand Experience
Converse
SHAPES + CX Launch
year
2020
capabilities
Strategy
Opportunity Assessment
Project Development
Show Development & Production
Guest Journey
Design & Engineering
Art & Design
Environmental Design
Graphic Design & Branding
Event Production
Event Logistics & Permitting
Vendor Management
Technical Direction
Asset Coordination
Fabrication
Scenic
Videography & Photography
Production Management
Service & Support
Converse needed a groundbreaking launch event for its innovative apparel line SHAPES and the next-generation footwear CX. The challenge for TAIT was to create an immersive journey through the Converse universe that would showcase the evolution of the brand to media, influencers, and retail partners.
TAIT rose to the occasion by creating four spaces that expressed different aspects of Converse’s pioneering spirit. Visitors began in the History Heritage room, based around a timeline of the brand from its 1917 origins to the present and featuring rare artifacts and iconic Chucks. The journey continued into the CX Tool Kit room, where Converse’s core materials were transformed into three large sculptures. Attendees could explore concept shoes, and get hands-on with the new CX collection.
The SHAPES room showcased the new genderless apparel collection designed to fit all body types in just four sizes. The collection was presented on 20 vertical screens arranged in a circle, creating a unique 360-degree runway experience. In the final room, Apparel Showcase, guests could get up close with the SHAPES collection and talk to the designers about the significance of inclusivity in fashion design.
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This launch event allowed Converse to showcase innovation while reinforcing its commitment to diversity and inclusivity, ensuring that every participant walked away with a deeper connection to the brand.
Credits
produced by
productionglue, now tait
Perlan Museum
Wonders of Iceland & Áróra
Civic Entertainment Group