ASICS Athlete Soul

Asics commissioned the team to create a Central London brand hub as part of their sponsorship offering for the London Olympic Games. Ben’s concept was for the hub to express the feeling an athlete has when competing at their limit. Inspired by athlete interviews, Ben delivered an experience within the St Martins Lane Hotel, which combined bold changing colours, an evolving soundscape and a layered ‘pop-up book’ styled set design, all combining to immerse guests in the soul of a competing athlete.

Agency: Line Up