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Everlane Street Shoe

EVERLANE — STREET SHOE LAUNCH

 

— Launch Strategy
— Spatial Design
— Partnership Curation
— Project Management


When Everlane launched the Street Shoe — the brand's first casual shoe style launch in a still-new product category — a physical activation was essential to building excitement around the new product. Taking inspiration from the campaign’s positioning, ‘Made for Streets Everywhere', I opened a two-day activation in New York’s Lower East Side to showcase and sell the product directly to customers before launch day.

Hosted in a jewel-like storefront on bustling Rivington Street, we carried through the product’s story around city streets by celebrating the quintessential neighborhood block with local hospitality partnerships and sidewalk performances.

 

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Project Dates — April 2015
Project Locations — 2 Rivington Street, New York

Photography — Paulsta Wong