For Part II of the collaboration with Reebok, I had the opportunity to design the experience for the launch of the sneaker at Reebok's Union Square store in NYC. The challenge for the launch was how to convey who is Artists For Humanity? There is a great number of people who see AFH as being an after school arts organization. When in fact, AFH is an design studio that employees high school students to work along side design professionals on jobs for clients.
The concept for the in-store experience was to place AFH in Reebok's USQ store. The concept consisted of three elements. One being the store guest design experience. Second, AFH artists did a live painting session. The artists created two large paintings that spoke to the collaboration with Reebok. The third element was to have guests get their Reebok Classics customized by three AFH artists. Each element consisted of one aspect of AFH. The first element related to the critical thinking and design skills that the employees gain at AFH. The second element consisted of bringing the largest studio to the store. The third element provided the opportunity to engage with the artists.
Overall the event was a success. The guests were engaged with the installation and artists and the experience led many to purchase the sneakers designed by AFH.
Role: Lead Designer, Art Director
Courtesy of Votary Media
REEBOK x ARTISTS FOR HUMANITY COLLABORATION PART II