In collaboration with Anna Wintour, Jordan Brand designed a new sneaker exclusively for women that was launched to the world at a private media event during NY Fashion Week. The event, located in Manhattan’s SoHo district, was predominately a media event that played host to local influencers and media outlets where they got the exclusive opportunity to view and purchase the sneaker. Following the 2-hour invite-only event, the space was opened to the public for anyone that wanted to view the space or purchase the new sneaker.
The blacked-out entry room offered the visitor’s first look at the AWOK signature sneaker. Through the large double-door, the visitor enters an entirely red space where they had the opportunity to view the entire AWOK signature collection of apparel and footwear. All visitors were given the chance to purchase the shoes and enjoy a live DJ performance in this red space. Additionally, a live photo experience in a forced-perspective tunnel was offered to all visitors which was emailed to the visitor immediately and encouraged to post on social media. For anyone that did make a purchase, there was an private massage area upstairs where they could enjoy a complimentary massage.