New Balance / Tokyo Design Studio – Interactive weather room and dinning at Global launch 
(Strategy / Creative / Experiential)

From conceptualizing Brand Guidelines for Global markets to follow, New Balance asked us to bring this exclusive limited edition category to market. They had never previously designed shoes that spoke directly to such a high product tiering so it was vital we hit the mark with on-point styling, sensitive Japanese-esque brand language and a visual formula that could efficiently be rolled out across all assets and mediums for future drops.

McFaul+Day produced inspirational lookbooks and films for Global brand social and digital media and localised press kits. A week later we delivered an interactive Global launch with revered partners Gore-Tex and Japanese outdoor brand Nanamica with a bespoke 3 floor brand and dining experience in Soho, London. With local retailer END, we invited VIPs, Press, Trade, Sneakerheads and Fashion Influencers who were treated to a Japanese fusion menu dinning experience and themed cocktails by star chefs and mixologists, bespoke product gifting and a night on the tiles with a Gore-Tex infused ‘weather’ room with projected weather interactive photo booth.