Experiential Design:
Reebok’s ComplexCon Brand Activation
Reimagining Sneaker Culture for a New Generation
At ComplexCon, the "Cultural Super Bowl" of sneakerheads and hypebeasts, we repositioned Reebok for a younger audience. Our mission was to create an immersive 50x50' space celebrating Reebok's rich history while unveiling new products. The result was a bold, rebellious experience that captivated the next generation through artistic installations, exclusive drops, and interactive design.
Fusion of Heritage and Innovation
Our exhibit fused Reebok's rich heritage with cutting-edge technology and Creative Director dreams. From the hexagon-shaped exterior to the fog-screened LED entryway, every element connected to the brand's legacy. Visitors explored three modern activations showcasing the Aztrek, Sole Fury, and Iverson Legacy lines. Infinity mirrors, conveyor belts, and archival displays created a futuristic shopping experience that amplified Reebok's bold spirit.
Play the video below to immerse yourself
in the full experience!
Star Power Meets Sneaker Drops
Celebrity brand ambassadors Allen Iverson, Lil Baby, Swae Lee, and Vashtie electrified the event with their own drop moments, turning it into a hotspot of hype and exclusivity.
Crafting Reebok's Bold Legacy in Real-Time
Pre-Drop
Fogged Pedestals with Timer
Post-Drop
Clear Pedestals Timed Out
Live countdown clocks heightened anticipation for limited-edition drops, including the coveted Aztrek and Reebok X Allen Iverson collaboration. The experience culminated in dramatic sneaker reveals, where fog-filled 4-foot pedestals built suspense before unveiling new designs in crystal-clear plexiglass displays, creating an unforgettable reveal.
Impact and Engagement
The exhibit's success was evident in the numbers: over 5,300 unique visitors, with an average dwell time of seven and a half minutes. By merging archival elements with futuristic aesthetics, we created a space that not only showcased products but also told Reebok's story in a way that resonated with the ComplexCon audience.
Sketch & Concept Phasing to Finished Product
PROJECT CREDITS
Creative Direction: Melanie Rothwell & Kylie Ayala
Graphic Design: Ianna Rios
Production Team: Jack Morton Boston & New York
RESULTS
Reebok's ComplexCon activation attracted over 5,300 visitors with an average dwell time of 7.5 minutes each. The engaging design and product drops connected with a new generation of sneaker fans, reinforcing Reebok's legacy. Enthusiastic participation during sneaker drops highlighted the excitement of the event. The event’s success led Rebook to invite us to run creative for the Sole DXB space a short few months later…
Following the success at ComplexCon, Reebok invited us to creatively direct a new experience for Sole DXB's three-day festival in Dubai. Embracing the challenge of a tight timeline, we aimed to craft an engaging, immersive environment that celebrated Reebok’s heritage while connecting with sneaker enthusiasts in this vibrant cultural hub.
Unveiling the Essence of Hip-Hop Culture:
Biggie and Pyer Moss at Sole DXB
Our two-story experience at Sole DXB honored the legacies of The Notorious B.I.G. and Pyer Moss, showcasing their powerful narratives within street culture and music. Interactive displays and curated experiences celebrated the transformative power of culture, illustrating how iconic Reebok pieces have shaped personal styles and cultural expressions.
The Notorious B.I.G.: A Tribute to Legacy
We encapsulated Biggie's monumental impact on hip-hop through a meticulously curated space that resonated with his ethos. Our installation featured a rich visual narrative invoking the spirit of Brooklyn, celebrating the life and artistry of the "King of New York" through bold design choices. The centerpiece was a regal throne, reminiscent of Biggie's iconic status in the music world, inviting visitors to step into the shoes of hip-hop royalty.
Celebrity Photo Sessions: The Ultimate Social Media Moment
Collaborating with renowned photographer Barron Claiborne, we created the ultimate social media flex at Sole DXB. Claiborne, famous for capturing the iconic "King of New York" portrait of The Notorious B.I.G. wearing a crown, brought his legendary touch to our Reebok experience. This collaboration held special significance, as Claiborne was the last photographer to shoot Biggie before his untimely death in 1997.
Festival-goers eagerly lined up for a once-in-a-lifetime opportunity to be photographed by Claiborne himself, wearing a replica of Biggie's famous crown. The excitement was palpable as attendees waited their turn to sit on the throne, don the crown, and be immortalized by the same lens that captured Biggie's most iconic image. This interactive element not only paid homage to hip-hop history but also created a powerful connection between Reebok's heritage and contemporary street culture, generating significant buzz across the event and social media.
Concept Sketches
Pyer Moss:
A Groundbreaking Collaboration
Transitioning from the rich legacy of The Notorious B.I.G. to the innovative brilliance of Kerby Jean-Raymond and his brand Pyer Moss, the next section of our exhibit showcased creative genius. Here, Kerby forged collaborations with Reebok, launching his latest line inspired by the brand's deep archival history while transcending traditional fashion narratives. This collection was officially unveiled at our Sole DXB experience, highlighting a series of intercultural dialogues that resonate within both Dubai and global street culture.
We designed a multi-panel LED light display that showcased the new Reebok by Pyer Moss collection, making it appear as if it were levitating. The collection floated against our signature white brick and concrete wall aesthetic, enhanced by LED screens. Additionally, we incorporated dual-purpose platforms that served as both shoe displays and stages for engaging talks led by founder Kerby Jean-Raymond, focusing on the intersection of culture and clothing.
The exhibit also included a live performance area for DJ acts and engaging handout space, seamlessly integrated into the two-level design. This area was enhanced with live music allowing visitors to immerse themselves in the cultural ambiance. A unique touch came from the wheatpasted advertisements featured in the space, sourced from the iconic book Contact High, showcasing renowned photographers’ works of legendary musicians over time. This element further emphasized the fusion of art, music, and fashion, echoing the spirit of both Biggie and Pyer Moss.
PROJECT CREDITS
Creative Directors: Melanie Gargano & Kylie Ayala
Production Team: Jack Morton Dubai, Boston, New York
