[customization]
OBJECTIVE
Converse and American Eagle wanted to celebrate their newly minted partnership by hosting an interactive customization experience at AE’s flagship store in SOHO. These Brand and Retail powerhouses enlisted SEG to support the ideation, consumer journey, production, execution and oversight of this experience.
RESULTS
Customers became creators at this interactive event, selecting from a curated collection of laces, beads, and NYC-themed charms at “The Bead Bar” to customize their Chuck Taylors or American Eagle denim purchased onsite. The experience highlighted the playful collaboration between Converse and American Eagle, engaging shoppers in a memorable, hands-on way.
SERVICES
CREATIVE DESIGN • PRODUCTION DESIGN • PRODUCTION • INSTALLATION • EVENT COORDINATING/PLANNING • EVENT OVERSIGHT
It wasn’t just about aesthetics—SEG was tasked with imagining what a partnership event between these two brands could truly look like. We dove deep into each brand’s identity and audience, uncovering creative opportunities to bring their collaboration to life. After sharing countless thought starters, the team created an experience that was immersive, interactive, and unmistakably reflective of both Converse and American Eagle—The Bead Bar was born.
Production is go time. Items are built, files are sent to printers, and customization orders are finalized. Every detail is scrutinized—how many beads, how many laces, how does everything attach, and what are the options? What is the consumer journey and how long will the wait time be for customized items? Customization methods are tested, tweaked, and tested again. Everything must be dialed in long before we are on-site!
Limited timelines - loading in off the busy streets of NYC - everything must be planned ahead of time. Install starts at store close we have roughly 10 hours to make sure everything is set to perfection. Fixtures built, graphics installed. Tens of thousands of tiny beads and charms organized and displayed just right. Localized treats delivered. The install team is there through the night, managing every detail - and we live for it!
