Auralee X END. Retail Installation

Driving energy to the RC30 model at END. to launch of the New Balance x Aura Lee collaboration, the ‘AURALEE RC30’ campaign was the first female-focused campaign New Balance 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 a new standard for New Balance to grow the category and establish END. as a destination for New Balance's womens energy products.

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 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. In partnership with the team at Motive Productions, This Here delivered two contrasting and immersive, exhibition-style store installations that played on the palette of the RC30 releases.