REEBOK’S COMPLEXCON BOOTH SENDS ATTENDEES TO AN ICE CREAM SHOP ON THE MOON

REEBOK在COMPLEXCON的展位将为参观者提供月球冰淇淋店

Exclusive merchandise is what draws attendees to ComplexCon Long Beach each year, so it makes sense that many sponsors design their booths to push product. But with a young demographic to engage and plenty of downtime during the convention, Reebok this year went all-in on the experiential components of its booth in addition to offering an exclusive capsule collection. In collaboration with streetwear brand Billionaire Boys Club (BBC) and its sub-brand ICECREAM, both owned by Pharrell Williams, Reebok delivered a multisensory booth experience designed to make attendees feel like they had landed at an ice cream shop… on the moon. 

The booth was anchored by a 19-foot-tall rocket ship, which played into Billionaire Boys Club’s astronaut logo, flanked by large replica boulders that doubled as storage units. A co-branded “moon-landing flag” planted in front of the rocket completed the visual effect. The spacecraft periodically executed a liftoff sequence featuring colored fog, sound effects and lighting, but it wasn’t all for show—the installation doubled as a dj stand where four entertainers spun tunes throughout the event (this year Nov. 2-3).  

展位是由一艘19英尺高的火箭船锚定的，该火箭船打入了亿万富翁男孩俱乐部（Billionaire Boys Club，BBC）的宇航员标志，两侧是大型的复制巨石，作为存储单位。火箭前面植入的联合品牌“月球着陆旗”完成了视觉效果。该航天器会定期执行一次升空序列，该序列具有彩色雾，音效和照明，但并非全部用于展示-该装置的dj展位翻了一番，整个活动期间（今年11月2-3日），四位艺人都在旋转。  

The space theme continued with futuristic-looking shoe displays designed to look like ice cream shop counters featuring zero-gravity apparel merchandising, and complete with custom red-and-white floor tiling. There, attendees could purchase four different shoe styles from the exclusive Reebok x BBC capsule, which harkened back to the two brands’ original collaboration in 2004. Fans could also purchase items from an apparel collection that included hoodies, sweatpants and t-shirts. Above the footprint, a life-sized astronaut figure, wearing a helmet with an embedded screen displaying branded content, hung from the ceiling. Other screens scattered throughout the booth, including behind all points of sale, also played custom content.  

太空主题继续以具有前瞻性的鞋类展示架设计，看起来像冰淇淋商店的柜台，具有零重力服装销售，并配有定制的红白相间地板砖。在那里，与会者可以从Reebok x BBC独家胶囊中购买四种不同的鞋款，这可以追溯到2004年两个品牌最初的合作。粉丝们还可以从包括帽衫，运动裤和T恤的服装系列中购买商品。在脚印上方，是一个真人大小的宇航员人物，他戴着安全帽，头盔上嵌有显示品牌内容的嵌入式屏幕，悬挂在天花板上。摊位各处（包括所有销售点后面）的其他屏幕也播放了自定义内容。  

Streetwear fans could additionally test their physical prowess at Reebok’s booth thanks to a dedicated “dunk pit.” To participate, attendees got a running start, sprung off of a trampoline and dunked a basketball into a branded hoop before falling into the foam pit below. The experience was captured on a Hypno camera, providing attendees with a shareable digital takeaway. Additional engagements included appearances by Allen Iverson and MadeinTYO, a “man on the street” video in which the brand asked people around the Long Beach Convention Center to answer fun questions, and a co-branded, geo-fenced Snapchat filter created with BBC and ICECREAM featuring the same astronaut that hung over Reebok’s booth. 

（借助专门的“扣篮坑dunk pit”，参与者还可以在Reebok的展位上测试自己的身体实力。要参加比赛，与会者必须有一个良好的开端，从蹦床上跳下来，将篮球扣入一个品牌的篮筐中，然后掉入下面的泡沫坑中。体验是用Hypno摄像机捕获的，捕获的图片和视频可以分享给参与者。）

“Today’s culture is so fast-paced, and while the digital landscape is incredibly important not just to us, but as an industry, it’s also incredibly crowded,” says Hanna Hugel, associate manager-US integrated marketing at Reebok. “So there’s something really special about getting in front of the consumer and seeing them react to something. That’s how you really know things are working and if you’re staying relevant. If it’s ComplexCon at 9 a.m. and there’s a line of people waiting for a Reebok product, you know it’s working. And in order to really know your consumer, you have to partake in events and cultural moments like this that are truly important to them.” Agency: MATTE Projects, New York City. 

MORE SCENES FROM THE REEBOK X BBC EXHIBIT:  

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