New Balance

The Brief:

Driving the energy of the RC30 model at END. the launch of the New Balance x Aura Lee collaboration, the ‘AURALEE RC30’ campaign was the first Women’s focused campaign the client had launched with END.

As a key moment for New Balance in their new partnership with END. The brief was to launch in a remarkable way, setting standards on New Balance to grow the category and establish END. as a destination for New Balance women’s energy products.

The Project:

This Here were commissioned to create an immersive install activation for two key END. stores in London and Newcastle.

Taking creative inspiration from the Auralee brand aesthetic and the design of the shoe itself, This Here created a creative concept that centred around balance and the contrasting opposites of the two shoe colourways.

Balance became the creative anchor that connected every part of the design and execution together. With an obvious nod to the brand by name and nature, the theme of balance also takes roots in Japanese culture, a further nod to Auralee’s co-founder, Japanese designer Ryota Iwai.

Partnering with fabrication partner, Motive Productions, This Here delivered two contrasting and immersive, exhibition style store installations that played on the palette of the RC-30 releases.