Grey Day — A Five-Senses Interactive Exhibition

BRIEFING

Grey Day 2023 invites every visitor to become a "Grey Zone explorer." Through an immersive journey that hits sight, sound, touch, smell and body sense, guests get to know the grey world New Balance built for the occasion, walking through the brand's past, present and future while AI captures a personal sensory record along the way. Visitors "co-create by walking" through the Grey Zone, each leaving behind their own unique trace. We handled the hardware build for every zone with fully controllable lighting, weaving the brand story together through five-senses interaction — generative AI captures each visitor's own "exploration footprint" in real time, which is then stamped onto the "Co-Created by Walking" digital wall, building into one big collective visual made of everyone's data.