Exaggeration was used throughout the whole design to reflect the reaction of the element Caesium to create impact with consumers. From windows to attract footfall to engagement zones that led to activation areas to stimulate experience and purchase.
To assist in introducing the colourway to the targeted consumer, storytelling of the product had to be evident throughout the store from street level to engagement zones. A key driver in the design concept was the silhouettes name ‘React 55’ which references to the element Caesium, number 55 in the periodic table. Caesium is the most reactive element in nature, it distorts air and water to deliver raw explosive energy out to the world. O12 put this at the heart of the design concept and utilised exaggeration in order to create distortion of what is normal and familiar to create something unpredictable throughout all displays of the product.
To attract footfall to the store at street level, O12 emphasised the explosive power of the product by creating a window display that resembled a shattered crater with the shoe its centre. With a glowing iridescent backdrop bounded by hazard tape purely strengthening the highly reactive volatile nature of the products personality.
