ASICS SportStyle - Paris Fashion Week Activation - Identity & Space
The Pop-up Space at Paris Fashion Week was designed to create a connection between the ASICS brand and its consumers during one of Europe's most significant fashion events. The project aimed to showcase upcoming releases while establishing a strong physical and social presence throughout the week. The space was designed to be visually cohesive yet allowed room for collaborators to showcase their product, creating an engaging environment that provided a glimpse into the ASICS universe.
Another key part, alongside the space, was the development of a visual sub-identity. This sub-identity was meant to help the brand stand out and created a cohesive visual link between the various content pieces generated during the event.
In this project, I served as a Creative Consultant for the physical space aspect and as the Lead Creative for identity design. My responsibilities included guiding and developing the creative concept and design for the Paris space. Constantly providing feedback and communicating with external partners, I ensured the physical space reflected ASICS’ brand values by creating an open, flowing environment that guided visitors through the space, emphasizing the comfort story that is central to the brand.
For the identity design, I developed a style that was easily implementable across various content types, characterized by an open, flowing, and modular approach. This included creating a contemporary "bubble" graphic distantly inspired by graffiti writing, which provided a unique feel to otherwise visually very different content. This design allowed for
The Pop-up Space at Paris Fashion Week was designed to create a connection between the ASICS brand and its consumers during one of Europe's most significant fashion events. The project aimed to showcase upcoming releases while establishing a strong physical and social presence throughout the week. The space was designed to be visually cohesive yet allowed room for collaborators to showcase their product, creating an engaging environment that provided a glimpse into the ASICS universe.
Another key part, alongside the space, was the development of a visual sub-identity. This sub-identity was meant to help the brand stand out and created a cohesive visual link between the various content pieces generated during the event.
In this project, I served as a Creative Consultant for the physical space aspect and as the Lead Creative for identity design. My responsibilities included guiding and developing the creative concept and design for the Paris space. Constantly providing feedback and communicating with external partners, I ensured the physical space reflected ASICS’ brand values by creating an open, flowing environment that guided visitors through the space, emphasizing the comfort story that is central to the brand.
For the identity design, I developed a style that was easily implementable across various content types, characterized by an open, flowing, and modular approach. This included creating a contemporary "bubble" graphic distantly inspired by graffiti writing, which provided a unique feel to otherwise visually very different content. This design allowed for
Identity Design, Art Direction, Spacial Design
