To celebrate their launch in Asia, Feiyue has invited seven Asia-based artists to create mobile art installations inspired by the shoes. Participating artists include shoe customizers SBTG and Hypethetic, interactive design studio Arcade, creative agency Assembly, graphic artist Mojoko, and illustrators Mindflyer and Zxerokool.
The artists were given total creative freedom to reinterpret the Chinese born, French owned sneaker brand. The seven artists were also given a pocket-sized Flip HD video camera to document their process, and the videos were then compiled into a mini documentary.
Audio-visual entertainment on the night was provided by Syndicate.
The event was supported by a PR campaign and seeding program.