'The Workout' Presentation. Matte NY.
On February 2018 in NYC, to celebrate Reebok’s tentpole sneaker, “The Workout,” and introduce their fashion collection, Matte to designed and executed a party steeped in city-centric culture inspired by the sneaker’s heritage and current campaign.
The event format included a press preview, styling session led by Rox Brown and members of her 'Sailing team', archive presentation hosted by Stephanie Schaff, dance show by Atlanta-based duo Meechie and Tootsie and a much anticipated performance by Lil Yatchy accompanied by models showcasing Reebok's new collection.
Matte reached out to to the a creative studio I was creative producer for at the time in London, Satore, to implement creative lighting strategies for the different thematic spaces during the event, as well as an experiential dynamic.
As part of our brief, we designed large scale light structures similar to those of a football arena, to perform live during the music acts; We also created a light tunnel/runway type for guests as they arrived. This was followed by an immersive experience using projectors which played with people's shadows in RGB colours using content from Reebok's campaign.
The concept was driven by movement, empowerment & individualism, while the Workout's fashion forward and recreational heritage rooted the aesthetic overall. There were city centric elements with subtle sports references and the campaign's neon colours, creating an immersive environment that represented the above all else what it means to be 'Always Classic'.
The event took place at the Classic Car Club in Manhattan.
Disclaimer : Photographs are my own, Matte, Reebok & property of external sources.