A-Cold-Wall
AirMax+

The Brief

Pitch an activation strategy for the launch of the Paris exclusive A-Cold-Wall x Air Max+ collaboration.

Insights

1. Samuel Ross (founder/designer A-Cold-Wall) draws inspiration from Brutalism. Through his work, he transforms the space between subjectedhood and objecthood from a negative dialectic space into one of resonant reverberation via Encryption.          
2. The AirMax+ has maintained its status as a cultural artifact within Parisian street culture for over 20 years. Parisians, particularly in the banlieue or suburbs where a Brutalist history is omnipresent, have long revered the style.          
3. Brands who define and build their own brand worlds through cultural activations will outperform brands who chase culture at large to co-opt cultural relevance.       

Concept

Moths to a Flame

This activation seeks to transform the sentiment of Brutalist spaces from “othered” on the outskirts to inspired sources of design & community. 

A heatmap on the digital platform draws SNKRS members to brutalist architecture throughout the Parisian suburbs where they have the opportunity to unlock and purchase the coveted product.

The in-store display reflects Samuel Ross’ ethos and sculptural style to extend the product-as-encryption storytelling.  A “Behind the Design” with Samuel Ross walks consumers through his process, completing the digital experience. 

This activation seeks to entrench itself in the cultures that gave life to the sneaker, while creating a lasting impact for consumers that extends beyond the longevity of the product.        

In-House
Service: Concept, Strategy