Every May, New Balance globally celebrates its heritage and its most iconic color through "Grey Days." For the 2025 edition, the brand wanted to go further: the goal was to create a physical space in São Paulo that showcased this legacy in an engaging way, connecting deeply with the young, urban lifestyle. Thus, the Grey Space SP was born.

As Senior Art Director, my challenge was to transform this strategic vision into a tactile, visual, and immersive three-day experience. Partnering on the spatial and creative conception, we designed an environment where grey ceased to be just a hue and became the main stage for street culture, supported by clearly defined pillars:

• History, Legacy, and Product: We designed the space's journey to tell the brand's story. The exclusive Grey Days line releases gained the status of artworks, displayed on minimalist totems that highlighted the craft of each sneaker.

• Plural and Interactive Photography: We visually landed an exhibition where photographers Igor de Paula, Marina Nacamuli, and Wilmore Oliveira presented their views on everyday life, exploring the nuances of grey. To generate real connection and tangible memories, we set up a live studio helmed by photographer Guto Sena. Guests were photographed using the campaign's color aesthetic, receiving small physical keepsakes and having their portraits broadcasted on a large screen during the event.

• Running Experience and Music: The energy of the streets invaded the event with a 5km night run led by the Inimigos do Pace collective, culminating in a vibrant afterparty, with renowned DJs keeping the energy high across all three days.

• Content and Dialogue: The space was also a hub for conversation. We hosted the 12th edition of the "Pelos Acesso" podcast featuring Wilmore. To close it out, we hosted the "Papo de Tênis" panel, created by Victor Santo. The panel brought together urban creatives—DJ Akila, Fatz Sono, Vinicius Guimarães, and Dani Xavier—to discuss how grey translates the mix of past and present, debating legacy, innovation, and the power of today's urban culture.

The result was art direction you could wear, hear, debate, and photograph. A true milestone in New Balance's connection with the Brazilian creative community.