To celebrate the launch of their new Furon 2.0 boots, New Balance tasked us to take over Pro:Direct’s store Carnaby. They wanted a space that was sleek and premium, emulating the design of their new boots. New Balance wanted to draw the eye from the street directly to the store, taking customers on a journey from the store front, into and throughout the store.


For maximum impact, we encapsulated the whole building in an intricate graphic wrap inspired by the blackout / whiteout colourway of the product. We encased the boot in the centre of the window display, in an illuminated LED frame to create the illusion that the boots were floating. The campaign then continued in store with a centrally positioned FSU hero-ing the new range. The display podium was wrapped in high gloss acrylic and lined with LED lighting. The entire back wall completed the store takeover with the application of highly visual magnetic panels.