We’re pleased to reveal our involvement in relaunching Maha, Amsterdam’s women-first streetwear store, with an event – The Force is Female – celebrating Nike’s Air Force 1.

We conceptualised and designed a series of activations that leant a delicate high-fashion aesthetic to a sector traditionally dominated by sportswear. These activations, influenced by Japanese paper-folding, included highly-instagrammable elements that encouraged visitors to share their experience of the space.

At its centre was a reconstructed cherry blossom tree covered in origami blossom that took almost a week to hand-fold, which served as a dramatic centrepiece for the evening’s events and was also used to create guest invitations.

Maha Amsterdam is now open at Vijzelstraat 105, Amsterdam.