Asics wanted to highlight the role of the mind through exercise in the global launch of their new Gel KAYNO 25 trainer range by producing an unmatched running experience like no other at Printworks London. Providing the blank canvas space to build the 1150 metre running track steeped in darkness. 60 custom-made sound and light plinths were installed to remove distractions along with a blended spotlight system and tracked the runners’ ever step.
Attendees were guided through Vanway by light walls featuring haze and high-powered spotlight towards a product room situated in Publishing. The room was brought to life with multi-faceted holographic meshes and low-poly animation sequences inspired by the KAYANO 25. A giant X-ray screen acted as a backdrop for guests to be scanned and all means of distraction were removed. HSBC hosted the main event with every detail refined for running focus, to remind all runners to train the one muscle they often forget; their mind. Guests and media watched runners from the viewing gallery, echoing the monochromatic aesthetic of darkness and clean light lines throughout the venue. This also boasted live stream and thermal camera feeds to continue the technical, sports science feel of the event.
