An Immersive Environment for ASICS

Posted by: Line Up on September 12th, 2012 IN Experiential marketing

Line Up ASICSDuring the Olympics we created a pop-up brand environment for ASICS at St. Martin’s Lane Hotel, which acted as an information and meeting portal for the company’s VIP Olympic visitors staying at the hotel.

The walls in the exclusive lounge area featured the work of Brazilian artist Mateus Bailon, commissioned by the Japanese sports brand to celebrate the career of Lasse Viren, a legendary Finnish long-distance runner from the 1970’s and long-time ASICS brand ambassador.  We brought these images to life through 3D layering, bespoke lighting and a soundtrack designed specifically for the space.

The idea was to make visitors feel that they had walked into one of the artworks and become a part of it. The fusion of contemporary street art and bold colours resulted in a modern pop-up environment that honoured the legacy of a great athlete and provided a functional space for guests to collect itineraries and tickets.

Here are some photos; we’d love to know what you think!


Line Up

Line Up

Line Up is an award-winning, creative communications agency, headquartered in London. We create engaging live and digital brand experiences for internal and external audiences all over the world.

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