NEW BALANCE – TOKYO DESIGN STUDIO
With imagination comes endless possibilities.
STRATEGY / CREATIVE / EXPERIENTIAL
Expression through nature, technology and heritage.
Our ambition for Tokyo Design Studio was to be the pinnacle expression of New Balance’s long-held beliefs; clean and sophisticated design which pushes boundaries of imagination makes for superior and premium product. A practise of discovering new from the old. Honesty striving for excellence.
In this vision, we conceptualised and elevated beyond standard brand guidelines for the launch of this new fashion tiered category of sneakers to include full guidelines, social media strategy, digital creative, launch events, teaming up with Japanese collaboration partners and working closely with the New Balance in Boston and Japan.
It required us to establish a simple and honest aesthetic, with four main design pillars of precision, nature, sports craft, and protection – brought to life with the Japanese sensibilities of consideration, authenticity, and quality, to create a fine mix of tradition with craft, innovation and progressive thinking.
Then followed a Global launch with revered partners Gore-Tex and Japanese outdoor brand Nanamica with a bespoke 3-floor brand and dining experience in Soho, London. With local retailer END, we invited VIPs, Press,Trade, Sneakerheads and Fashion Influencers who were treated to a Japanese fusion menu and themed cocktails by star chefs and mixologists, bespoke product gifting and a night on the tiles with a Gore-Tex infused ‘weather’ room with projected weather photobooth.
“Thoughtful, distinct, and premium, their work for TDS helped usher in a new direction for New Balance lifestyle creative, as evidenced in their following campaigns for our 997, Made In UK and Trail categories. Their commitment to craft and deep understanding of the global footwear market are what have made them trusted partners to New Balance for almost a decade.”