The Experience
Converse were seeking an elegant, immersive, and culturally fresh solution to unveil
Shai Gilgeous-Alexander's signature shoe to the world's press. We discover the story of Shai the athlete and the creative, the shoe itself and then enter the press area for the one to one with Shai himself...
Shai is not only a number one basketball, but also the creative director of Converse. He passion for fashion led hin to design his own shoe, starting with his Number 2 logo. So this was the basis for the creative direction of the entire space..
As we fly towards the shoe, we zoom into the logo which becomes the architecture for the experience itself. From here we begin the journey. Pushing forward through the space we are introduced to the shoe in the centre, and then we end with the conference with Shai himself.
Brand consistency was key, staying within Converse and Nike whilst introducing and subtlety reinforcing the new Shai 2/2 identity. This was achieved by taking elements from the shoe design and using them for the environment; the sole/ tread design for the wall pattern, the stitching for the portrait panels...
