We turned Reebok's showroom
into a co-creation hub.
A project that redesigns the brand space role as a spotlight creator.
After years sharing showroom with other brands, Reebok detected the need and opportunity to have its own brand space. They needed an annual activation of the space proposal with means and influencers and contacted us to set the project in motion.
We started trends research analyzing how sportswear brands design their products through experiences.
After this immersion, together with Reebok’s team we designed an activation plan that redefined the role and workflow of their PR team.
However, we saw the opportunity to develop an even more ambitious project. We made tangible the brand’s mantra “Be more human” and redefined the way people experiences Reebook products in their brand space. We designed a new concept and a new brand for the space, with a new retail experience, that evolves and adapts according to the three key elements of Reebok’s brand: physical, emotional and social dimensions of the human being.
Media and influencers are connected with brands and companies just as amplifiers or human-display. PR departments are currently event producers or showrooms. Whereas PR departments pay journalists and influencers to tell stories about their brands, new publishers integrate in its models opinion leaders to create together the stories that both of them want to share.