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.
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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.
