Parker Audrey
Contact
Loewe x On Running
Agency : AKQA
Role: Associate Creative Director
Loewe approached AKQA to create an interactive experience for their collaboration with On Running. Working alongside Laura Hunter, we developed the initial ideas, concepts, and art direction. This collaboration culminated in a successful launch at Selfridges Corner Store in May, with additional pop-ups in Chengdu SKP and Dubai Mall.
The objective was to craft a concept that embodied the new storm dye pattern, movement, and nature while staying true to the heritage of both Loewe and On Running. Drawing inspiration from the currents that drive nature and the dynamic state of human movement, we conceptualized "Flow." Flow represents a state of constant change and motion, which we translated into an art direction featuring dispersive bubbles, waves, and particles, all integrated with the storm dye color wave.
To bring this vision to life, we designed an interactive floor display and experience. The floor, constructed from LED screens, was pressure-sensitive, allowing the particles to react to movement, whether from people walking or products being placed. This was complemented by a web experience and immersive changing room, providing a comprehensive and engaging experience for users.
Role: Associate Creative Director
Loewe approached AKQA to create an interactive experience for their collaboration with On Running. Working alongside Laura Hunter, we developed the initial ideas, concepts, and art direction. This collaboration culminated in a successful launch at Selfridges Corner Store in May, with additional pop-ups in Chengdu SKP and Dubai Mall.
The objective was to craft a concept that embodied the new storm dye pattern, movement, and nature while staying true to the heritage of both Loewe and On Running. Drawing inspiration from the currents that drive nature and the dynamic state of human movement, we conceptualized "Flow." Flow represents a state of constant change and motion, which we translated into an art direction featuring dispersive bubbles, waves, and particles, all integrated with the storm dye color wave.
To bring this vision to life, we designed an interactive floor display and experience. The floor, constructed from LED screens, was pressure-sensitive, allowing the particles to react to movement, whether from people walking or products being placed. This was complemented by a web experience and immersive changing room, providing a comprehensive and engaging experience for users.
