Creative Consultancy & Production
In creative partnership with OKQ agency, James Loach Co. applied creative and community pressure in curating a real-life activation to launch the official 574L sneaker designed by a collaboration with Stone Island & New Balance in Soho’s infamous Vinyl Factory. The 360° activation granted the opportunity for both brands to showcase the DNA of their long-lasting partnership specific to the streets of Soho and identified key voices, stylistic influences and community in the making.
For one day only, Vinyl Factory was transformed into an interactive space in which invite-only guests, VIP and core members of the Stone Island and New Balance family received one-to-one seeding suites, a live panel talk with Ellis Gilbert (@ellisgilbert22), Archie Maher (@arco_maher) hosted by James Loach Co, exploring the integral dots in a bespoke array of archive Stone Island in the ArcoMaher collection whilst connecting Soho as the neighbourhood in fashion putting to work Stone Island & New Balance uniform. To celebrate the collaboration, the space saw an all-star lineup of live performances from Sainte, Korby, and exclusive DJ sets from Brad BB, Huna & James Loach.
JAMESLOACH.CO - LONDON UK 2022