NEW ERA 59FIFTY
2025
For 70 years New Era’s 59Fifty cap hasn’t just stood the test of time, so we created an event concept where guests could truly celebrate
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Your Cap Is Your Crown
For 70 years New Era’s 59Fifty cap hasn’t just stood the test of time but remained an icon of sporting and street culture. Riding and defining the many waves of wearable fashion, its longevity deserves elite recognition and the brand asked us to support them in marking this special moment.
Centred around an exclusive event at London’s The Ned, we created an event concept where guests could celebrate the rich history of the 59Fifty through a fusion of historical culture and regal sophistication. Surrounding a central entertaining space we created a museum style layout combining product, content from the archives and digital engagements presented through monolithic walls and retro displays, juxtaposing the luxury setting.
Services
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Storytelling
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Event Identity Design
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Campaign
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Motion Design
What brand truly means
Creating a unique style for the event standalone from the brand brought ownership and further exclusivity to the celebration of the product. With classic, limited edition and collaboration styles on display, we captured the variations and reinventions this iconic cap had been through with footage from its long history.
Showcasing the diversity of the culture and the product was paramount, something which lives within the brand’s ethos itself - Fly your own flag – where individual style can rule any field, court or street. The event saw collectors, artists and other well known icons share a space and a moment to recognise a true MVP.
Project Value
Through immersive storytelling, archival content and curated displays, the event showcased the evolution of the 59FIFTY across generations, collaborations and cultural movements. Bringing together collectors, artists, industry figures and fans, the experience reinforced New Era's position at the intersection of sport, fashion and self-expression while celebrating the enduring influence of a true icon.
