MUTEK × REEBOK × SVD
The Project
MUTEK is a Montreal-based festival dedicated to the promotion of electronic music and the digital arts. Its Barcelona edition partners with local labels, venues and brands each year to bring that same spirit of experimentation into the city’s streets.
For its collaboration with SVD, we were asked to design an augmented reality experience that hybridises product, user experience and the design of temporary spaces, something that could live inside a single storefront window, yet carry the identities of three very different partners at once.
The brief called for a piece displaying information about the MUTEK Festival and its partners, Reebok and SVD, showcasing the newest Reebok sneakers in 3D with an emphasis on virality, innovation and design.
Users access the experience via their own personal devices, discovering the brand’s newest sneaker model in 3D alongside details on the festival itself, all aimed at achieving something innovative and inherently shareable.
The result needed to work as a piece of retail theatre first, for a passerby scanning a window decal rather than a visitor at a dedicated festival booth, so the whole experience had to read clearly in just a few seconds from the street.
Process
We explored several visual directions for the marker graphic, from outlined botanical linework to fully coloured gradients, testing how each held up against the store window’s glass reflections in both daylight and at night. IED Barcelona, MUTEK.ES and Reebok’s branding all needed to sit together without any one identity overpowering the others.
Solution
Our solution was a vinyl decal fitted with a scannable marker, installed directly in SVD’s store display. The vinyl brings together MUTEK, Reebok and SVD into one visual identity for the window.
Passersby can scan the marker in person or open the shared link to the webapp directly. Once launched, the experience showcases the new Reebok sneaker in 3D while also linking out to each partner’s own site, turning a static shop window into an entry point for the wider campaign.
