Fashion + Technology Fusion at Shanghai Fashion Week
As the first American brand invited to Shanghai Fashion Week, Reebok needed a standout presentation that would impress audiences while becoming a benchmark for the brand's global presentation standards. The challenge was creating something unprecedented that would reinvigorate Reebok on a global level while seamlessly melding artistry and technology. The show needed to redefine standards and leave an indelible mark on one of fashion's most influential stages in the competitive Asian market.
- 0Pairs of Shoes
- 0Interactive Lights
- 0LED Panels
- 0KSq Ft of Mirrored Surfaces
In collaboration with creative director Michael Yu, we designed "The Other Side," featuring five visually distinct acts with custom lighting and reflective elements creating a hypnotic 15-minute showcase. We developed technical plans for an intricate runway experience featuring LED floors, two-way mirror monolith structures, reflective ceilings, multiple archways suspending lighting elements, and custom lighting plots that transformed the space into an immersive visual journey through light and reflection.
Reebok's inaugural Shanghai Fashion Week appearance became a triumph, reinvigorating the brand globally. The show established a "best-in-class" example for Reebok's product presentations and received positive acclaim from audiences and Reebok's Director of Global Events. The event concluded with exclusive performances from rapper Future and Chinese singer-dancer William Chan, successfully demonstrating how innovative runway design could elevate brand storytelling while setting new standards for fashion week presentations.
