Asics
Gel-Kayano 30 Pop-Up
Travelling in time to celebrate 30 years of the Asics Gel-Kayano running shoes!
Dashing Group
With expertise in strategy & design, we reimagine brands and design breakthrough experiences to help businesses make meaningful connections with people, wherever they are.
Play Video about Asics Gel-Kayano 30 Pop-Up
The concept draws on a retro-futuristic theme, splitting the space into a retro side featuring the first-generation Asics Gel-Kayano shoe created in 1993 and a futuristic side for the 2023 modern version. Using a sensor-activated tunnel to connect the two spaces, the sequenced light succession creates a dynamic space and simulates time travel as customers walk through.
A timeline wall takes visitors through the evolution of the shoes, developed over 30 years, until it arrives at the Gel-Kayano 30 design we have today. The pop-up also includes a treadmill with a digital LED wall, where customers can test the shoes on an actual run! Adding to the futuristic approach, we used the interactive hologram box to showcase product details and features.
The campaign was rolled out to all Asics stores, having everything tied in with the shoe’s blue gradient and wave grids as the key visuals.
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