We reframed seeding as participation. Guests received the Moab Slide Woven ahead of the event, and were invited to arrive wearing it their way. This filled the event with live evidence of the silhouette’s versatility, with each look contributing to an evolving digital style archive – rather than disappearing into a gifting bag.‘Woven luxury, grounded utility’ became the creative thread connecting product, space and content. At Shoreditch’s Oranj, woven window treatments cast layered shadows across the entrance, while a style mirror, Polaroid wall and conversational prompts encouraged guests to capture and explain their looks.
Food presentation echoed the shoe’s woven pattern, with woody and leathery scents extending its material world beyond the visual. A hands-on workshop with maker collective NOTS brought the product’s craft story into the experience, inviting guests to create bespoke woven keychains using premium materials and Merrell 1TRL steel tags. Dazed was brought in to capture the people and thinking behind the looks, while former Boiler Room Head of Music Dean Bryce provided the soundtrack.
