This Is My Boston

As a part of New Balance’s mission to own an outsize share of voice and drive traffic to their nearby store during the 2018 Boston Marathon, MKG sought to connect with Boston’s running community by creating a powerful art installation at the Boston Architectural College. We leveraged messaging from NB’s greater This Is Boston out-of-home ad campaign to celebrate the athletic heart and pride of its diverse neighborhoods.

The main display in the gallery showcased eleven running singlets designed to represent the character of a specific Boston neighborhood. They were suspended in a connected waveform above a giant light box alongside two pairs of limited edition running shoes created for the marathon. The scenic pieces in each vignette incorporated what appeared to be common commercial building materials including faux concrete, lava rock that mimicked broken asphalt, angular steel, and LED light tubes. These treatments created a sophisticated vibe that blended well with the gallery’s minimal interior while letting the products and interactive portions of the activation shine.