REEBOK / SHANGAÏ - FW
2020

                                                              MATTE PROJECTS PRODUCTION

Adrien Giraux - PRODUCTION DESIGN & ART DIRECTION


REEBOK WAS OPENING THE FW19 SHANGHAI FASHION WEEK WITH THEIR FIRST EVER RUNWAY PRESENTATION OF INLINE PRODUCT

AND CALLED ON MATTE TO CONCEPT AND EXECUTE AN APPROPRIATELY EXTRAVAGANT FASHION SHOW.


With only inline product on the runway, the heavy lifting on the storytelling side needed to come through in the creative direction of the show. Reebok knew that this show represented the next step for the brand, and wanted to articulate where that step took them. The brand’s “sport the unexpected” mantra became our guiding principle as we sought to bring Reebok’s evolution to life.

Knowing that Reebok had made significant retail push to reignite the brand in China and hoped to grow brand awareness and loyalty with the Chinese customer, we looked to the country for our inspiration. With strategic insight from Chinese partners we explored a slew of forward thinking thematic foundations.

As we ideated, news came out that China became the first country to land a vehicle on the dark side of the moon. This immense achievement, a unified drive to explore the unknown, became our creative bedrock, from which our show direction grew.

Welcome to The Other Side.

Inspired by the evocative angles of Reebok’s vector logo, we used light and reflection to create an eye-catching runway show, presenting the brand’s inline product in an unexplored context. With a mirrored runway flanked by lighted plinths, we reflected on the infinite possibilities of the new collection, creating moments in which the hidden was revealed.