Unboxing to the beat of the beats
Description of the companies latest project Footshop and adidas Forum "Quell Beats" - "From Quiet to Loud and Everything in Between," speaks clearly. "From Quiet to Noise, and Everything in Between." The special box includes clean white sneakers, a select set to personalize them and, of course, instructions on how to install them on your shoes.
Unboxing is a key part of sales campaigns today. When you want to build a story around a product, stir emotions and draw the customer into the story, it's ideal to create a complex concept - including sophisticated packaging. The latest Footshop x Adidas Forum "Quell Beats" project, backed by the dynamic and inspiring Footshop, is just such a project. Years ago, it started bringing unique skateboard sneakers to the Czech market and has gradually built an exceptional position. It belongs to the most prestigious distribution network Adidas Consortium, presents lifestyle editions from Kaney West, but above all, in cooperation with a global brand, it creates its own lines of sneakers.
Beata from Footshop and her colleagues had a precise idea of how the unboxing experience of their sneakers with the personalisation set should look like - a big box that dynamically opens and puts on a spectacular show. The print run of the entire edition wasn't exactly small, and the dimensions of the packaging quite large, so the initial and most challenging task was to find the right structural design. One that would be spectacular and 100% functional, while at the same time competing on price with a flight to Mars.
Fortunately, my colleague Robert from our office in Stockholm has a lot of experience with similar constructions. We therefore ventured into a completely atypical black microwave box. But it wasn't a complete joke - the unfolded box was about 1.5 x 1 meter, so we had to make countless test cuts and test prints to make sure the design worked perfectly. We solved the test prints with digital large format UV printing and verified the shape variations on a cutting plotter. In addition, 4 different interior inserts for different sneaker sizes had to work in the whole solution.
During creative discussions with Beata and Petra from Footshop, the idea of stringing the box into a sleeve made of black cardboard with the project logo in a decent varnish was born. So we hid the wavy graphics on the sleeve in the first plan and made the unboxing more surprising.
That's it. A black sleeve with a partial lacquer, underneath a black box with white, screen-printed graphics - open it up, find the instructions for use and then reveal the thoughtfully arranged personalisation kit and the sneakers themselves. In one rhythm, from start to finish, in a concept thought out to the last detail. And that's the point! The product is not just the shoes, but also a unique concept that will have you dancing when you unwrap it. That's what we call unboxing to the beat!
