The Geneva Opera House needed to let people know that the institution’s doors are open to all generations and break the image of an old-fashioned venue.
After 140 years, one of the most respected cultural venue in Switzerland decided to launch its most
ambitious project to date: the renovation of its entire building and the establishment of much more
contemporary programming. A great opportunity to spread a new vision and change millennials and Gen Z opinions.
To do so, welcome to Ink-redible Sneakers. An unexpected way to challenge the codes of the opera’s world thanks to the first ink made of history. During the renovation, we salvaged the institution’s old materials to create, with the help of two great partners Camper (www.camper.com) and Fichtre (a famous Swiss Artist, www.fichtre.ch), a unique ink linking the institution’s past to its future. Having this capsule collection produced, it was time to spread the word. We customized dozens of limited shoeboxes and sent them to major chief editors and influencers… empty! They just had to share their size to receive the sneakers as an invitation to attend the reopening.
With Ink-redible Sneakers, incarnating the Geneva Opera House soul and DNA, the story of all those who stepped on stage is now at the feet of tomorrow’s generations…
Direct advertisement created by Havas, Switzerland for Geneva Opera House, within the category: Recreation, Leisure.