1 Kent Lane
Melbourne VIC 3181

145 East 74th Street #PHC
New York NY 10021

Constructing the launch of a new classic


The global launch for the Converse Chuck Taylor All Star II is one of the biggest releases in the brands history. Since its debut in 1917, the Chuck Taylor All Star has become one of the world’s most celebrated sneakers, with fans, artists and musicians adopting the brand as a badge of creativity and self-expression.

For the Australian launch, we created and built a pop up installation constructed as a free standing, black steel double mesh structure, enhanced with fluorescent volt green lighting and pirelli rubber flooring. It was a dramatic backdrop for the minimalist white sneakers. The experience for fans to try and wear test the new sneaker was executed as part of the installation by neatly housing each Chuck II size within laser cut and numbered trap doors built into the mesh walls.

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