For Grey Days 2025, New Balance transformed its most iconic color into an immersive three-day experience in São Paulo.

As Senior Art Director, I helped translate the strategy into a spatial and visual environment built around brand heritage, product, photography, running, music, and conversation.

The program featured the Grey Days collection, an exhibition by Igor de Paula, Marina Nacamuli, and Wilmore Oliveira, a live portrait studio by Guto Sena, a night run with Inimigos do Pace, DJ sets, podcasts, and panels.

Grey Space SP became a tangible connection between New Balance and Brazil’s contemporary creative community.