New Balance 247
#Lifein247 Pop-up Store
Inspired by the sneaker's name and the concept that it is the perfect sneaker for any on-the-go lifestyle, a "store-within-store" convenience shop was created for its launch.
In today's world, life never stops moving. From day to night, unique experiences shaped the modern man and woman into inspiring individuals. In that restless spirit, New Balance crafted the 247. It is a shoe that is intended to be worn throughout the day, providing both comfort and style - hence the name, which riffs off 24/7, a diminutive for all the time.
To celebrate the global launch of the 247 sneakers, the athletic brand hosted a convenience store inspired pop-up in a retail shop. Just like the 247 sneakers would see the consumers from morning to night so would the 24/7 convenience store, whether it is early morning runs or late night emergencies. Dubbed "#Lifein247", the store was stocked with branded everyday essentials from snacks, beverages to magazines, all merchandised along with the brand's 247 shoe series, reminding consumers how the sneaker embodies life 24/7.
Client
New Balance Singapore
Category
Experiential Marketing
Brand Activation
Shopper Activation
Shopper Marketing
Consumer Event
Press & Influencer Event
Service
Strategy
Concept
Planning
Project Management
On-Site Execution
Spatial Design
Creative & Design
Content
Fabrication