ASICS LAUNCH EVENT POP-UP www.SYNC-in- NYC.asics

To commemorate the launch of the 'GEL-NYC Korea Exclusive' and 'HYPERSYNC' lineups, we designed a pop-up store that seamlessly integrates the distinct universes of both product lines with high aesthetic sensibility. The two themes—the old-school New York street vibe of 'GEL-NYC' and the urban field/wrestling motif of 'HYPERSYNC'—were organically linked using a hyperlink concept via the virtual digital address, 'www.SYNC-in-NYC.asics'. The exterior facade and first floor brought realistic New York streets to life using red brick and graffiti, while the third floor realized a dynamic universe utilizing cool-toned sporty tracks and metallic materials. Through this, we designed a synesthetic brand experience that blurs the boundaries between online and offline.