Toy: Our earliest initiation to art: As the Converse x JW Anderson Chuck 70 Toy collection is inspired by art, this was the main point of reference for the pop-up as a gallery space. In creating the collection, JW Anderson was inspired by the Charles Baudelaire quote “The toy is the child’s earliest initiation to art” which became a main reference point for the pop-up. Converse has a long standing relationship with art too, it has long been a favorite sneaker of artists from Andy Warhol to Futura, so the celebration of art between both brands felt natural.
We wanted the Toy Gallery to reflect this, as well as the tactile nature of the shoes. We celebrated the collection by creating a gallery, but not as you would normally expect. The Toy Gallery was filled with bright colours, interesting materials and interactive moments to encourage visitors to become part of the artwork itself. We covered the full exterior of the building in an orange and red gradient, to reflect the arresting visuals of the shoe. As well as being a retail space, the gallery hosted art, talks, workshops and immersive experiences to further support the message of the gallery.