New Balance Grey Day
EDT built a two-part Grey Day activation for New Balance Malaysia — a WebAR try-on experience for the collection and an immersive brand room with LED walls and motion-reactive content that put the brand on another level.
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Project Overview
New Balance's Grey Day is a global moment — a celebration of grey as a colour, a culture, and an identity. For the Malaysia activation, New Balance needed an experience that went beyond the pop-up table and branded backdrop.
EDT designed and delivered two interlocking experiences: a WebAR try-on that let shoppers virtually preview the Grey Day collection on their own feet, and an immersive brand room installation that wrapped attendees in the visual world of Grey Day through reactive LED displays.
- Client
- New Balance Malaysia
- Category
- AR + Immersive Room
- Technology
- WebAR · Immersive Room · LED
- Event
- Grey Day Malaysia
- Type
- Pop-Up Brand Activation
Standing Out in a Saturated Sneaker Market
The Malaysian sneaker scene is deeply engaged — and deeply discerning. Grey Day activations happen across the region simultaneously, which means local brand moments risk feeling like carbon copies of a global template. New Balance needed the Malaysia Grey Day to be unmistakably premium and unmistakably theirs.
The activation also needed to drive social content. In a market where every brand activation competes for the same Instagram grid, the experience had to be inherently shareable — giving attendees a reason to document, post, and amplify the moment organically.
Two Experiences. One Grey Day.
WebAR Try-On
Shoppers pointed their phone camera at their feet and virtually tried on the entire Grey Day collection via WebAR — no app download, no waiting in line. Each silhouette was rendered in accurate proportions with real-time foot tracking.
- —Full Grey Day collection AR-mapped
- —8th Wall foot-tracking technology
- —Share-to-story integration
- —Works on any iOS/Android browser
Immersive Brand Room
A dedicated installation space lined with high-resolution LED walls and motion sensors. As visitors moved through the room, the content responded — dynamic Grey Day visual world shifting around them in real time.
- —LED P2.0 wall installation
- —Motion-reactive content via TouchDesigner
- —Branded content grid for social capture
- —Soundscape and ambient lighting sync
Technology Stack
Why It Worked
No Friction
WebAR launched directly in the browser. Attendees went from "What is this?" to actively trying on shoes in under 10 seconds.
Built for Sharing
Every moment in the brand room was framed for the camera. The motion-reactive visuals gave every visitor a unique, shareable moment.
On-Brand Precision
Grey Day's visual identity — its palette, typography, and aesthetic — was respected and amplified through every pixel of the installation.
Make Your Next Brand Activation Unforgettable
EDT builds AR and immersive room experiences for retail brands, product launches, and pop-up activations across Malaysia.