NEED:
UNDERWATER is a new brand providing marvelous backpack and accessory design. The brand got an impressive growth rate with a strong design philosophy in the bone. In collaboration with TKG - the largest community of sneaker enthusiasts in Vietnam, UNDERWATER needed to create an event on the Air Max day to honor the creation and to release a new backpack design that is custom-made for Sneakerhead.
RESPONSE:
It was a really awesome time working with UNDERWATER as their Project Manager. To get a concept that harmonizes all the elements around the event, together, we came up with a core message that later becomes the main theme of the whole event: Make the Invisible Visible. Tinker Hartfield - the designer of the Air Max sneaker - made a revolution in the industry when he decided to make the inner-sole of the shoes visible. The event is built upon that thought and luckily we succeeded to convey the message to all people there. Using semi-transparent materials to divide the spaces, hiding interesting and unique experiences inside of each booth, the show emphasizes the works of people that "invisible" in the sneaker game and make them the spotlight of the show to honor their contribution to the community. Besides, with the contribution of sneaker collectors, we got a chance to exhibit very rarely Air Max designs at the event followed by the distinctive story behind the design.
