Brook Preloader

Project Summary

ASICS introduced the latest addition to their HYPERGEL™ footwear lineup, the HYPERGEL-KENZEN™, in an exclusive collaboration with Foot Locker, Inc. The launch featured renowned international DJ and producer Steve Aoki. To mark this occasion, ASICS and Foot Locker, Inc. orchestrated an immersive pop-up event in New York City, welcoming the general public. The aim was to infuse the experience with the same dynamic energy and design elements that beautifully complemented the product. Furthermore, the event sought to generate fresh data to foster the ongoing expansion of the product’s reach.

Technical Notes:
Illustrator: Visual internal elements and event wall treatment
InDesign: Menu layouts 


Feature Display Menu Wall

Within the immersive event, attendees were given the unique opportunity to order lunch from the HyperGel Menu, crafted to align with Steve Aoki’s culinary preferences. To partake, patrons were required to specify:

– A Main dish
– A side order
– Customer Persona (Data Generation)
– Shoe Size (Data Generation)

The event was designed to strike a creative yet straightforward note, seamlessly enhancing the vibrant visuals of the product. By incorporating colors from the breakout shoe, as well as a clean black hue, the design palette was crafted to be clear and easily readable, all within the specified timeframe.

Technical Notes:
Illustrator: Visual internal elements & event wall treatment

Caption: Influencer post

Print & Digital Event Collateral

To ensure the visual success and systematic cohesion of the HyperGel space, a collection of collateral materials was developed to enhance the immersive experience.

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