Accompanying the first official EQT launch in Korea, this exhibition celebrates the introduction of the EQT line to Korea and communicates its driving philosophy with emotionally and sensually stimulating creative works and media installations.
A sneaker exhibition featured 130 pairs of rare vintage sneakers, sourced in collaboration with the Berlin-based sneaker collection and street culture pioneers from the Overkill shop. The exhibition pieces were displayed in the eleven meters high rectangular Archive Tower, and following this structural layout, a photo exhibition with works by iconic photographers Lawrence Watson and Juergen Teller brought visual references of their respective eras to life. The overall design concept was based on creating spaces of coexistence between the past and the present of EQT, with the goal of communicating the philosophy in a straightforward way and thus leaving a lasting brand impression in the audience’s mind. The exhibition was featured in 23 of Korea’s major trend and fashion related media outlets, and received critical acclaim for creating a space that connected the EQT’s history and culture with the sensitivities of contemporary sneaker lovers.