2014 Winners & Shortlists

Brief Explanation

The Invite needed to be relevant to the premium positioning of the Level Shoe District while targeting a very niche trend focused audience. Inviting Dubai’s leading sneaker collectors to a premium venue, one that isn’t usually associated as a go-to venue for sneaker collectors. Each collector got 5 additional invites to bring along their friends and fellow footwear enthusiasts.

The Brief

Design an Invitation for the exclusive ‘Sneak Peek’ AW 2013 collection preview of sneakers hosted at the Level Shoe District.

How the final design was conceived

We decided that the invite itself needed to be on trend with the season’s collections, only using relevant colours and materials to attract the invitees to the event. In addition we wanted to create a mechanism that would hold all 6 invites together as one package. The invite utilised details from a sneaker –
faux ostrich leather, stitching, a label inspired by a footwear sizing chart, eyelets and a lace tie up to hold all the invitations together.

Indication of how successful the outcome was in the market

The Level Shoe District had a full house of collectors and sneaker enthusiasts on the evening of the collection preview. The limited edition sneakers released exclusive to the store were completely sold out on the evening of the event. The stores trend section is now regarded as a go to for collectors hunting for new finds. Encouraged by the demand for their niche product The Level has increased their sneaker offering in their trend section. The 'Sneak Peek' is now in their calendar of events to be held twice a year with the release of the Autumn/Winter and Spring/Summer collections.