Converse selected Carhartt WIP for a debut collaborative project, applying Carhartt WIP’s streetwear aesthetic to a trio of classic Converse Chuck 70 silhouettes.
The collaboration’s aim was to look to the future to bring together the next generation of innovators in music, style and culture. This provided a highly specific focus for Seen Display’s interpretation from a human perspective, allowing for a distinct context to their solution.
Converse was looking to elevate the launch with their retail partner Size? through a window and in-store execution at their flagship Carnaby Street store. By observing and experiencing the behaviour of the targeted audience, Seen Displays could create a shopper journey that was immediately identifiable and relatable.
To first create a physical representation of the campaign shoot within the window theatre space, Seen Displays made a key feature out of the product material palette by using the tiger stripe camouflage pattern to create a half store vinyl wrap which bled into the glass windows to allow for product visibility. Three different fabric rolls hung from the ceiling; each offering a complimentary product shot and physical product mounted to the front.
Behind, the backdrop wall was left simple with wallpaper and skirting board extracted from the campaign lifestyle photography.
To connect with the consumer in-store, a ground floor table installation was designed to replicate the directive proposal specifically for the dimensions available within the Size? store. The campaign shots were presented in and amongst the sneaker pack, referencing materials and patterns in the retail directive and campaign shots.
By utilising their Think.Feel.Do. approach and creating a social media-ready visual, Seen Displays’ design resulted in an increased awareness of the brand from the outdoor activation with an extended number of passers-by asking about the collaboration.
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