The “white on white” design became a status symbol and a blank canvas for generations of innovators. The Air Force 1 paved the way for sneaker culture as we know it. It is synonymous with a passionate history but also a “first one to...”philosophy. So in this spirit we created a completely unique experience to introduce the brands latest offering.

Rather than advertise, those who could tell the story on our behalf, the media, were invited on a journey back from the moon. A 3 dimensional physical space was designed to be timeless, suspended, and other-worldly. The result was an anti-gravity sensation, shared by the aspirations of the Air Force 1 product designers themselves.