On Wednesday, New Balance invited editors from various publications to preview its fall collection at Studio 580's Black Loft between 2 and 8 p.m. As in previous years, the Boston-based footwear company tapped MKG to produce the event, this time looking for a showroom-like experience in the blank space. To deliver this concept, the experiential agency employed laser-cut wall units shaped after the netting details from the new shoes, structural elements that could be opened and lifted to reveal products and promotional posters.
"The idea was to build a platform to showcase the shoes in a three-dimensional way, and to [bring them] to life, not only by showcasing the actual shoes, but also showing the dimensions of the shapes [found] on the shoes," said MKG event producer Ashley Morris.
