An unconventional retail space that mimicked the irreverent and undefinable nature of the Air Max 720. Combining disruptive retail placement and a unique consumer experience, the space championed the product, highlight its design features, and authentically portrayed its popularity with an unorthodox, narrative driven flare. A two tiered membership drive and product launch, the Air Max 720 subtly infiltrated Melbourne’s iconic Chinatown district, creating branded touch points throughout the convenience store, Gift City.
Using the visual language of Chinatown, the activation created a surprise and delight moment for those in the know. Winny, Gift City’s owner and custodian, added theatre to the experience, spieling key features of the product throughout the activation and taking on the persona of a full blown hype beast.