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

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

Custom pieces of art commissioned


Live performance piece created


Celebrity DJ spinning at the event


New styles display via art exhibit

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