For more than 40 years, history has been made at the Chicago Marathon. In that time, six records have been set and reset as some of the fastest distance runners in the world have put their sights on the loop. With a reputation like this, it’s no surprise that the launch party for New Balance’s 14th iteration of the iconic 1080 running shoe had a clear message: original, but better.

For the launch party, we collaborated with Mirror to convert a once-empty retail space into a fully interactive, highly energized retail and social experience centered around the 1080v14. The pop-up mixed elements of new and old, with seating areas composed of nostalgic colors and textures contrasted by modern elements like dimensional LED lighting and a trail simulator where customers and enthusiasts were invited to test out the new 1080 and other New Balance offerings.

In addition to lighting, signage, and scenic elements, some of the key moments our team had a hand in producing included a time capsule dedicated to the evolution of the 1080, a backdrop featuring the marathon route, and a fully branded and functional toy claw machine.