Todd Hoffman
Todd Hoffman
For the launch of HOVR footwear, we looked to showcase the anti-gravity feel and lift of the cushioning platform. We created two display options, the first featuring floating shoes over an infinity mirror to give those walking across a sensation of floating above an empty floor. The second option quite literally created a series of “hovering” shoes over pedestals.
To relaunch HOVR in the Fall of 2018, we took some of the elements from the initial launch (infinity mirror and floating elements) and added them to the window and entry moments. We used the infinity mirrors to highlight new colorways of the footwear in the window. Along with campaign photography that featured elements floating off the ground we created an entry moment echoing this idea by floating the mannequin and elements of the pavement.