Hfour created an activation for Complex to celebrate ASICS new Gel-Kenun shoe, to demonstrate and reflect the idea that wearing the shoe is like walking on clouds. The activation was the central piece of a month long pop-up experience in SoHo, New York City. During that time, the pop-up experience was a hotbed of activity. The exclusive launch event brought more than 150 influencers, and many others, which brought high engagement on social medias. Throughout the month, thousands of people came through to try on shoes and experience the ASICS Cloud.
The ASICS Cloud is a 24′ wide interactive wall.The cloud pieces act as a kinetic translation using both lighting and projection to react to people’s movements. When people walked in front of the wall, the cloud wall came alive with their movements. Behind the cotton and synthetic cloud structure, lighting made the wall glow from the inside. In front of the wall, there was a projector which brought extra lighting texture of the activation. Both layers would be controlled by anyone in front of the wall.
Hfour added to the main part of activation with luminous floating clouds which were installed around the space which illuminated in the key colours of the new shoes. The clouds served as a talking piece and the perfect photo moment for people to engage and share.