A-Cold-Wall
AirMax+
The Brief
Launch the Paris-exclusive A-Cold-Wall x Air Max+ collaboration.
Insights
Concept: Moths to a Flame
This activation reclaims Brutalist spaces in the Parisian suburbs as sources of inspiration rather than symbols of exclusion. A digital heatmap guides SNKRS members to Brutalist sites across the banlieues, where they unlock access to purchase the collaboration—turning the architecture itself into the storytelling mechanism.
In-store, sculptural displays reflect Ross's design ethos, reinforcing the product-as-encryption narrative. A "Behind the Design" with Samuel Ross completes the experience, connecting his creative process to the cultural context. The activation honors the communities that elevated the Air Max+ while creating meaning that extends beyond the product drop.
Launch the Paris-exclusive A-Cold-Wall x Air Max+ collaboration.
Insights
- Samuel Ross's design philosophy centers on Encryption—transforming the space between subjectedhood and objecthood from negative dialectic into resonant reverberation. Applied to Brutalist architecture, this framework reframes spaces often seen as "othered" into sources of cultural power.
- The Air Max+ has been a cultural artifact in Paris's banlieues for over 20 years, where Brutalist architecture defines the landscape.
- Brands that build their own cultural worlds outperform those chasing relevance through co-option.
Concept: Moths to a Flame
This activation reclaims Brutalist spaces in the Parisian suburbs as sources of inspiration rather than symbols of exclusion. A digital heatmap guides SNKRS members to Brutalist sites across the banlieues, where they unlock access to purchase the collaboration—turning the architecture itself into the storytelling mechanism.
In-store, sculptural displays reflect Ross's design ethos, reinforcing the product-as-encryption narrative. A "Behind the Design" with Samuel Ross completes the experience, connecting his creative process to the cultural context. The activation honors the communities that elevated the Air Max+ while creating meaning that extends beyond the product drop.