The Brief

Client: Lampoon Group

Location: Sydney QVB

Project Timeline: 4 Days

Scale: 5-10K

For the launch of ASICS Gel-Quantum Infinity shoe 2Be Projects were briefed to transform a retail space into a temporary nightclub to reveal this innovation for the very first time.

The Work

After reviewing the supplied the creative, the team identified key moments within the event space that could be used to display or hero the ASICS Gel-Quantum Infinity shoe and the story behind it.

- Lit up and wrapped plinths were created to allowed for a 360 view of the new sneaker

- Media wall for all guests to show off the new product

- Decals across the windows to add a branded touchpoint

- Custom designed DJ both to bring people through the venue and hero the new product

The Results

2Be Projects transformed the retail space into a branded experience which had the guests talking about the new shoe across media and social channels for weeks following the launch. The guests fed-back saying that 'they had experienced ASICS in a way they had not perceived before.'



Unit 35, 45-51 Huntley St. Alexandria NSW 2015