| EVENT REPORT 12.20.07 3:28 PM |
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| Tree Huggers |
| In honor of being named one of I.D. magazine's best products of 2007, New Balance gave guests a sneak peek at its NB Inside Collection. |
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New Balance celebrated a few things all at once in SoHo on Tuesday—its new NB Inside Collection designed by DDC Lab, the fact that I.D. magazine named the line as one of the best designs of 2007, and, well, Christmas. Held in the Grant Gallery on Mercer (next to DDC's lab), the event was all about the shoes. Housed in clear Lucite cubes suspended from the ceiling, the footwear hung above wooden pedestals that DDC fashioned from beams. Blueish lights were embedded in the pedestals, illuminating the shoes in what was otherwise a dark space.
"We wanted to mix natural with super technology, high-tech with low-tech, and we didn't want the shoes to be sitting stagnantly," said DDC designer Savania Davies-Keiller, who created the women's footwear line with her creative partner Roberto Crivello. The clear wires holding the cubes allowed the shoes to be twisted and turned, giving the event's 400 guests a chance to view the kicks from all angles. |
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PHOTO GALLERY |
 | DDC Lab created the pedestals, which they fashioned from salvaged wooden beams. Each pedestal had a blueish light that uplit the sneakers.
Photo: BizBash |
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 | A poster of the I.D. cover featuring the NB Inside Collection hung near the party entrance.
Photo: BizBash |
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 | The sneaker cubes hung from the ceiling over the wooden pedestals.
Photo: BizBash |
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 | Adding a festive touch to the display, spruce twigs accented the sneakers.
Photo: BizBash |
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Known for fusing fashion and technology, the DDC designers were involved in every step of the event planning, as they wanted their vision for the line translated into the look of the evening. Criterium Event Inc.'s Joe Maruca, a Boston-based event marketing and promotions strategist, helped with decor and layout.
Beyond the shoes (which had spruce sprigs peeping out of them), the night bore a festive holiday feel, complete with a twinkling Christmas tree. Red Bull signed on to supply cocktails and champagne, as well as DJ Matt Creed, and Gourmet Garage supplied appetizers.
NB Inside won't be available until August 2008, and the brand will likely host an official launch party in March.
—Courtney Thompson
RELATED TOPICS
New Balance, DDC Lab, ID Magazine
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