Saucony
London Marathon Expo
A dynamic London Marathon stand to create impact and build community for Saucony.
We were recently briefed by Saucony to create an installation, stand and display for the London Marathon Expo that tied in with our ongoing work with the brand around their visual identity, as well as highlighting how Saucony utilise foam in their products.
Our vision was to use foam playfully to highlight the shoe’s technology in a memorable, shareable way. By incorporating activities in the space, we hoped to encourage customer participation and engagement with the brand at the Expo.
We wanted to ensure the stand reflected the brand and was instantly recognisable as Saucony’s. The main centrepiece was a 2.5 metre tall wireframe structure, encasing 3 foam boulders that together with curved banners replicate the brand’s river logo.
To maximise the impact of storytelling, we wanted to create bespoke elements for the space, for customers to engage with on different levels. Our hero display was centred around the newly released Triumph 22 shoe. The shoes were displayed on custom pedestals made of geometric foam shapes encaged into wireframe structures.
Our spatial design revolved around an open plan layout with a natural, warm feel and foam elements throughout.
We created a space that felt inviting and inclusive, with soft foam seating and tactile elements encouraging people to stop, sit and engage with both the Saucony staff and products at the stand. Incorporating a playful composition of modular cabinets and footwear silos, visitors could try on the shoes and liaise with Saucony staff.
We created a coffee bar and lounge area, with modular seating and foam cushions. A local barista was brought in, with Saucony stencilled into the coffee foam, to give customers a shareable moment as well as an opportunity to relax and linger.
Our cheer sign workshop activation was a great success, with people customising the foam hands to support their friends and family in the marathon, creating a full circle experience from the stand to the race.
By connecting people through conversation and running, we wanted to reinforce the notion of community, which has always been at the heart of Saucony.