New Balance ‘Grey Day’ 2018

Marking over three decades as an icon, New Balance‘s “Grey Day” celebration honours the 574‘s most timeless and original iteration — tonal grey. Transcending its Boston roots, the festivities took place in 20 locations across the world, such as Australia, Hong Kong, Japan, Korea, Malaysia, New Zealand, United Arab Emirates, Singapore and Thailand.

For the exhibition in Singapore, we wanted to reverse the notion of grey being a dull and boring colour by creating a fictional character, named Nervy, and placing him in a room made up of grey objects. The chose the objects to reflect the personality of Nervy. We also had Nervy ‘explore’ our own colourful world.