Converse Renew Labs: first virtual store on a garbage patch
We are proud to announce our contribution to the first ever virtual store on an ocean garbage patch launched on Earth Day 2021. Our team collaborated with Converse and Virtue to create a store that shouldn’t exist – built on 80,000 tonnes (and growing) of plastic located in the midst of the Pacific Ocean.
The Renew Labs Store by Converse is a virtual brand experience space that calls attention to the masses of consumer and marine plastic-based waste floating in the Pacific. Its mission is simple: close down as quickly as possible.
To achieve this, the Converse All Stars, a diverse collective of eco-conscious creatives from around the globe, have designed unique sustainable prototype sneakers that are featured in the store alongside the latest Converse Renew collection. The products have all been created with sustainable techniques such as ink made from air pollution and the use of recycled plastics.
The proceeds from these initiatives will be donated in full to TAKE3.org the NGO partner with a track record in successfully liberating the oceans of plastic pollution, to fund the removal of the real-life trash islands.
As a creative partner on this project, our role was spatial design, CGI modelling, digital development and hosting of the 360˚ virtual brand space – a new kind of experience we’ve been developing to help brands adapt to a brave new world. We are so pleased to contribute to this progressive and positive campaign; the strong environmental purpose of this project really connects with our values and we’re excited to see this launch on Earth Day.