Converse ‘Renew’ Brand Launch

In June 2019, Converse announced the ‘Renew Initiative,’ an ongoing commitment by the company to design a new line of shoes with innovation and sustainability in mind. Our team was approached by Converse and their marketing team at Weber Shandwick to act as design collaborators for the Renew product launch experience. This gave us the opportunity to help define the aesthetic of the Renew brand as it debuted to the public.

Our role was to shape the experience of the Renew product launch for visiting international representatives of the media. To do this, we compiled the branding assets of the Converse initiative and used these pieces as inspiration to bring to life their brand and retail vision into physical form. We fabricated presentation structures to showcase the shoes out of recycled OSB board and recycled pallets. Instead of printing images to showcase this product, we created floor to ceiling billboards, by rear projecting through already existing windows in the space. We designed a “lenticular” dividing wall – a corrugated surface of two vertical images that can be seen as single images from two extreme viewpoints, but when viewed from the front present two images woven together – acting as a visual representation of the transformation of plastic into canvas material.  

In executing this project, we kept within the Converse Renew mission of sustainability by designing the installations to be 100% reusable and zero waste.