Gola 'The Art of Fall/Winter' from idea to experience

(event)

WHEN ART MEETS FASHION

Every year, fashion brands release a new drop for fall/winter marking the trends for the upcoming season in their own way. Gola is no exception so when they asked us to host an event for their new FW26 collection, we knew that we wanted to approach this in a unique way. Introducing The Art Of FW26, a unique pop-up exhibition that makes the worlds of fashion and art collide to highlight Gola’s new seasonal styles.

LIFE IMITATES ART

When creating the concept for this event, we wanted to take what is usually a pretty simple showcase of a new collection to a whole new level by adding an artistic layer. There was only one artist who could bring this collection to life in the most vivid and colorful way: Kiama Sophia. As an Australian artist that’s lived in Belgium for 4 years now, Kiama has always been a big Gola fan and was the perfect match to bring the new collection to life.

ENTER THE ART OF FALL/WINTER

For one evening, an Antwerp art gallery became the setting for THE ART OF FALL/WINTER. The concept brought together three worlds; Gola’s FW26 collection, contemporary art and the atmosphere of an Italian aperitivo, in one curated setting designed around discovery and connection.

Throughout the gallery, pairs of Gola sneakers were displayed alongside selected works by Kiama. Each pairing formed the starting point for a unique intervention: Kiama selected an element from the artwork and hand-painted it onto the corresponding sneakers. As the evening unfolded, her illustrations moved from canvas to sneaker, turning every displayed pair into a one-of-a-kind piece.

HOW WE MADE IT HAPPEN

CONCEPT & CREATIVE DIRECTIONDeveloping The Art of Fall/Winter, a launch concept that positioned Gola’s FW26 collection at the intersection of fashion, art and culture. LOCATION & EXPERIENCE DESIGNFinding the right gallery to set the scene and translating the concept into a considered scenography. Gola sneakers, curated artworks and aperitivo-inspired details were brought together throughout the space, creating one cohesive setting around the collection. ARTIST COLLABORATIONBringing Brussels-based Australian artist Kiama Sophia into the concept. Each displayed sneaker was paired with one of her artworks, from which she selected an illustrative element to hand-paint onto the shoes live during the evening. GUEST CURATIONCurating the right mix of creators, tastemakers and friends of the brand, bringing together a crowd that naturally connected with Gola and the world we created around FW26. BRANDING & CONTENT-FIRST PRODUCTIONCreating the event identity and branded Gola touchpoints while designing the experience with strong visual and social storytelling opportunities in mind. EVENT PRODUCTION & EXECUTIONManaging the full production from first idea to final aperitivo, bringing location, artist, collection, guest experience and every detail together into one cohesive launch.

NOT YOUR TYPICAL PRODUCT LAUNCH

No classic product presentation, no standard event set-up. Instead, we turned Gola’s FW26 launch into an experience where sneakers became canvases, art shaped the setting and aperitivo set the mood. And the best part? Guests went home with their own pair of Gola sneakers. Thank you, Gola, for trusting us once again to think beyond the expected.