We were invited by the Converse EMEA team to create a seeding event that would generate a buzz for the launch of the new Chuck II. With this in mind we wanted to create a 'myth making' event, something experiential and underground, that broke away from the normal conventions of these events.

Our approach to this brief was to craft a unique experience that would truly immerse guests and asked them to interact, in order to 'unlock' product.

We dressed a basement area of an undisclosed location in Amsterdam, flooding the space in colour and sound, with intense programmed lighting and live DJ, with a mirrored application on the walls to create an infinity effect. To generate interaction, we created a drum machine based activation, asking guests to play the machine in time with the DJ, to unlock a programmed shoe cage and release their designated product.