To introduce the Clifton Pro, HOKA and Curated London turned Drumsheds’ Room X into an interactive press launch for 30 journalists, built around the theme The New Pace of Progress.
Rather than filling the room, the team zoned it. An arrival area with coffee, pastries and the new Clifton Pro collection opened into a testing zone with treadmills, where guests could run in the shoe for themselves. A DJ booth, projection mapping and lighting tied the spaces together and carried HOKA’s campaign identity across the room. A panel with voices from the running community gave the launch context.
Behind the scenes, the venue’s dressing rooms were used as changing areas for guests before testing the new products. The Drumsheds team supported with in-house AV, lighting and catering ran the event on the day alongside Curated London.
With 30 guests in a space built for thousands, lighting and spatial design did the heavy lifting. A light build used the scale of Room X to create atmosphere rather than fill it.
The space did the work, so the build didn’t have to.
