Converse Launches Cool Activation With Customisable Shoes At Melbourne Flagship Store
Converse Australia, with creative design agency Space Between and production partner Boom Studios, have brought to life a colourful new personalisation experience at its flagship Chadstone, Melbourne location.
Converse’s first brand-driven customisation activation in the country, ‘Converse YOU. Our Icon. Your Vision’ follows the recent installation at the brand’s flagship NYC door.
The interactive pop-up gives fans the tools to flex their creativity, using an iconic Chuck Taylor All Star canvas sneaker as their canvas, creating a sneaker truly defined by those who wear them.
The activation space takes a ‘digital first’ approach, utilising a bespoke customisation app.
Each consumer receives a 1:1 experience guided through the program, selecting from a range of bespoke patches to apply to their sneakers.
The initial launch collection of patches represent youth culture across fashion, sport, and music.
Since its debut in 1917, the Chuck Taylor All Star has become one of the world’s most legendary and iconic sneakers.
Fans, artists and musicians first adopted the ubiquitous sneaker as a rebellious badge of creativity.
Whether they’re drawn-on, paint-splattered or simply battered and torn from everyday wear, the iconic silhouette has become a canvas for self-expression.
The activation will be running through the new year at Chadstone, with two more key Converse stores across Australia and New Zealand to follow suit ahead of Xmas – supported through Converse’s influencer network, Converse X, and a social media campaign.
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