Client: The Sunshine Company
Location: ASICS Headquarters, Paris
Services Delivered: Carpentry, Lighting, Scenic Installation, Event Production
Asics
Immersive Product Launch
Scene2’s Solution
Design & Production
Working closely with The Sunshine Company, Scene2 delivered an immersive brand experience to launch a new ASICS product range during Paris Fashion Week.
Installed within ASICS headquarters, the activation was designed to blend and reinterpret elements of French and Japanese culture, creating a unique visitor journey that reflected the brand’s heritage and contemporary design direction. Guests progressed through a series of interactive environments that combined immersive storytelling, experiential engagement and striking visual design.
Workshop Production
Scene2 constructed a collection of bespoke scenic environments designed to create a layered and highly atmospheric experience.
The activation featured interactive alleyways, themed experiential zones and detailed scenic dressing inspired by both Japanese and Parisian urban culture. Extensive prop making, scenic finishing and detailing were combined with carefully curated materials to create a distinctive visual identity throughout the space.
Each environment was designed to encourage exploration while providing engaging backdrops for product discovery and social content creation.
Installation & Delivery
Scene2 managed the installation and transformation of the venue, coordinating scenic elements, lighting features and environmental dressing throughout the headquarters space.
Theatrical scenery was enhanced through carefully integrated display lighting, creating a dynamic atmosphere that shifted throughout the visitor journey. The completed environment successfully combined product presentation, immersive design and experiential storytelling to create a memorable launch event during one of the fashion industry’s most influential weeks.
Project Overview
To coincide with Paris Fashion Week, ASICS required an immersive launch event capable of showcasing a new product range in a way that reflected the brand’s innovative design philosophy and Japanese heritage.
Working alongside The Sunshine Company, Scene2 was appointed to transform ASICS headquarters into a series of interconnected experiential environments that blended influences from both French and Japanese culture. The concept centred around a “glitched” interpretation of the two worlds, creating unexpected transitions, contrasting visual styles and immersive moments of discovery throughout the visitor experience.
Guests explored interactive alleyways and themed zones featuring detailed scenic dressing, carefully curated props and atmospheric lighting. The environments were designed to encourage exploration while providing opportunities to engage with the new collection in a highly memorable setting.
The result was a visually striking and immersive brand experience that successfully combined fashion, culture and experiential design to create a standout activation during Paris Fashion Week.
Challenges We Overcame
Merging Two Distinct Cultural Influences
The activation required a careful balance between French and Japanese visual references, creating a cohesive experience while maintaining the authenticity of both influences.
Transforming a Corporate Environment
ASICS headquarters needed to be completely reimagined as an immersive event space capable of delivering the impact expected from a Paris Fashion Week launch.
Creating an Experiential Product Journey
The environments needed to support product discovery while encouraging interaction, exploration and audience engagement throughout the visitor experience.
Results
The completed activation provided ASICS with a visually impactful and highly immersive platform to launch its new collection during Paris Fashion Week.
Through a combination of scenic construction, experiential design, lighting integration and detailed environmental dressing, Scene2 created a memorable visitor experience that successfully showcased the product range while reinforcing the brand’s cultural heritage and creative identity.
The project demonstrates Scene2’s ability to deliver premium experiential environments for global brands, transforming products into immersive stories through the creative use of space, scenery and visitor engagement.
FAQ
What services did Scene2 provide?
Scenic construction, experiential production, environmental design, scenic installation and event production.
What were the biggest challenges of the project?
Blending French and Japanese cultural influences while transforming a corporate headquarters into a premium immersive event environment.
What was the outcome of the installation?
A successful Paris Fashion Week activation that created an engaging and memorable platform for launching a new ASICS product range.
How early can Scene2 be brought into a project?
Scene2 can be involved from concept development and technical planning through workshop production, installation and live event delivery.
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