CASE STUDY: CONVERSE RENEW

SPARKING PROGRESS WITH THE FIRST STEP ON CONVERSE’S RENEW JOURNEY

Converse’s continued innovation to renew the most iconic sneaker, The Chuck 70, challenged us to re-evaluate the way we approached our traditional retail design processes and material selection. We designed and produced the launch event and retail doors for the Chuck 70 Renew Canvas which are crafted from 100% recycled polyester, produced using plastic bottles.

Launching the collection in Coal Drop’s Yard in King’s Cross, our first step on this progressive journey with the brand was designing the campaign to serve as an educational and inspirational environment, enlightening visitors with ways to give discarded plastics a second life.

This meant designing for disassembly and with multifunctionality for future retail displays in mind, reflecting the values of Renew Canvas. From reclaimed timber yards and chip foam made from scrap multipurpose foams to repurposed lightweight polyurethane foam dust rescued from traditional waste streams of CNC fabrication workshops, we made sure every detail contributed to a renewed way of designing for retail.

Working with Hubbub, a non-profit organisation which sets to inspire greener living, we demonstrated how the results of ‘Plastic Fishing’ projects in London’s rivers and canals can be repurposed into new artwork. Alongside this, the launch saw work exploring the sustainable future of materials by students from the neighbouring Central St. Martins showcased and artist and rapper, Lava La Rue, host a series of repurposing workshops, giving pre-loved garments from Shelter a second life.

THE VERY FIRST STEP OF THE CONVERSE RENEW JOURNEY, BY RETHINKING THE PROCESS OF DESIGN, STARTING WITH MATERIALITY, LOGISTICS AND THE LONG-TERM

FUTURE OF EACH ELEMENT, WE BELIEVE THIS PROJECT CREATED A STANDARD TO WHICH WE CONTINUE TO USE AS A BENCHMARK IN OUR WORK.