Converse x Doe
The ‘Art of Being Formless’
DOE, the Shanghai streetwear store joined forces with Converse in celebration of their 5th anniversary, launching a collaboration of footwear and apparel.
Inspired by the geometric art movement of ‘suprematism’ the collection draws on the everyman nature and popularity of the Chuck 70 and Jack Purcell and their own attitude to design, with a meeting of western and eastern culture around the ‘art of being formless’.
We worked with the team to produce the visual centre - the toolkit to enable every territory a distinct interpretation of the collection. This offered the reins of art direction for the campaign to the regions and an opportunity to scale their level of activation.
Visual elements were inspired by the geometric cubic form which could then be translated for the different assets on offer.
We provided the direction for the photography, and created both the branded and unbranded patterns and key visuals for markets to use.
For retail we developed a modular system of branded cubes to be used at point of sale. These were designed in a variety of materials and gave an element of flexibility for in-store design, with the ability to utilise them as both freestanding and wall displays.
In keeping with the duality of the Doe store space - half coffee shop, half store - we also included designs for branded lifestyle gifts that complimented the Doe experience. Coffee cups and totes played neatly to the key geometric identity and at the same time demonstrated the unconstrained free form nature of the pattern.
helped the total collection sell through in 3 days
resulted in over 1 million social impressions and over 700 million impression through PR