New Balance's new line of sneakers were transformed into an art installation for guests to enjoy at the press event.
New Balance logo

Product Launch Press Event

Guests were greeted with boldly branded windows at the New Balance #NBEvolution Press Event.
Guests were greeted with boldly branded windows at the New Balance #NBEvolution Press Event. Billy the Artist worked on a painting throughout the New Balance Press Event, entertaining the guests with live art. New Balance's new line of sneakers were transformed into an art installation for guests to enjoy at the press event. Branded pedestals showcased New Balance's new line of sneakers, allowing guests an in-depth look into the products. New Balance's new line of sneakers served as excellent accent decorations at the press event. Guests enjoyed drinks and appetizers from trays featuring the work of Billy the Artist, turn the entire press event into an immersive art experience.

Objective: Promote the launch of New Balance’s new performance & lifestyle sneaker line to press, media & bloggers.

  • Produced a press event for the launch of New Balance’s new sneaker line by taking over a gallery space in Chelsea, NYC
  • Designed and produced a free floating shoe installation which turned the shoes into “art”
  • Featured live performance art by Billy the Artist who painted a live custom piece of work throughout the event for guests to watch
  • Offered media attendees passed hors d’oeuvres on custom catering trays and specialty cocktails while listening to well known DJ, Brendan Fallis, during the event
  • Coordinated all catering, AV, design and décor, run of show and talent management
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Custom pieces of art commissioned

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Live performance piece created

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Celebrity DJ spinning at the event

20+

New styles display via art exhibit

Milk jars branded with Twentieth Television were given to agency executives, with the flavor options of regular, chocolate, or strawberry. 20th Television Milk & Cookie Bar

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