Nike Lifestyle

SVD, we inaugurated a temple for ‘sneaker freakers’

Nike Lifestyle

SVD, we inaugurated a temple for ‘sneaker freakers’

SVD, which stands for Si Vas Descalzo, is today one of the go-to destinations for lovers of casual footwear, the self-styled sneaker freakers. They are a group which does not stop growing and which requires ever more specialised retailers to satisfy its ever more exacting demands.

In the summer of 2015, SVD opened its first store in Barcelona and asked us to do the launch party. More than 500m2 of trainer worship in the heart of the Eixample district deserves a proper celebration fit for sneaker freakers.

A photocall like never before and a DJ of global stature to launch a store, which opened ready to be a leader in its niche

We designed an event capable of attracting the media and influencers, without detracting from the prominence of the other 350 people attending. We were not prepared to settle for a group of celebrities having drinks to the beat of the latest hits.

To start with, we reinvented the standard photocall and turned it into a GIFcall, a camera mounted on a semicircular rail which delivered a volley of photos in 180º. The GIFs, with the hashtag #EvolutionSVD, made a memorable night even more memorable.

The music was provided by Tiga, who made all the guests - and their sneakers - dance to the rhythm of tech house and who turned the party into a first-class concert. Few stores can boast a name like the Canadian DJ and producer at their opening. SVD has big aspirations and that had to be made clear from the very first moment.

The presentation of the new SVD logo - countdown included - along with exceptional catering, a limited edition pack and many, many trainers, rounded off the launch of what is already the temple of the sneaker freakers in Barcelona. You may enter the temple barefoot, but you are sure to leave with shoes on.

SVD, which stands for Si Vas Descalzo, is today one of the go-to destinations for lovers of casual footwear, the self-styled sneaker freakers. They are a group which does not stop growing and which requires ever more specialised retailers to satisfy its ever more exacting demands.

In the summer of 2015, SVD opened its first store in Barcelona and asked us to do the launch party. More than 500m2 of trainer worship in the heart of the Eixample district deserves a proper celebration fit for sneaker freakers.

A photocall like never before and a DJ of global stature to launch a store ,which opened ready to be a leader in its niche

We designed an event capable of attracting the media and influencers, without detracting from the prominence of the other 350 people attending. We were not prepared to settle for a group of celebrities having drinks to the beat of the latest hits.

To start with, we reinvented the standard photocall and turned it into a GIFcall, a camera mounted on a semicircular rail which delivered a volley of photos in 180º. The GIFs, with the hashtag #EvolutionSVD, made a memorable night even more memorable.

The music was provided by Tiga, who made all the guests - and their sneakers - dance to the rhythm of tech house and who turned the party into a first-class concert. Few stores can boast a name like the Canadian DJ and producer at their opening. SVD has big aspirations and that had to be made clear from the very first moment.

The presentation of the new SVD logo - countdown included - along with exceptional catering, a limited edition pack and many, many trainers, rounded off the launch of what is already the temple of the sneaker freakers in Barcelona. You may enter the temple barefoot, but you are sure to leave with shoes on.