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In December 2023, Future Basics teamed up with Clarks Originals Creates to bring a show-stopping experiential activation to Art Basel Miami—one of the world’s premier art fairs. This wasn’t just an event; it was a full-on sensory takeover. We scouted the perfect location, designed a vibey interior, fabricated custom elements, installed everything with precision, and programmed a hands-on Wallabee customization workshop. Add in a partnership with a craft beer company for bespoke Wallabee Pilsner cans and Sweet Chick’s soul-food bites, and you’ve got a multi-dimensional brand moment that fused art, style, and culture. Here’s how we made it happen—and why it worked.
Clarks Originals wanted to flex their Creates platform—where fans customize iconic Wallabees—at Art Basel, a high-stakes stage packed with tastemakers and creatives. The brief: craft an immersive, interactive space that showcased the brand’s heritage while letting attendees leave their mark. It needed to pop in Miami’s chaotic art scene, tie into Clarks’ laid-back cool, and deliver a memorable experience—all in under 30 days. The pressure was real, but Future Basics thrives on tight timelines and big ideas.
We envisioned a space where art met footwear, food, and drink—a Clarks-branded playground that invited participation. Future Basics handled it all:
Location: Secured a prime spot in Wynwood, Miami’s art district, with foot traffic and Instagram-worthy grit.
Interior Design: Built a sleek, open layout with earthy tones, neon accents, and Wallabee-inspired textures—think suede walls and leather benches.
Fabrication & Installation: Custom-built stations for dyeing, stitching, and embellishing Wallabees, plus a 3D-printed Clarks logo centerpiece, all installed flawlessly in days.
Programming & Activation: Ran a workshop where attendees, guided by artists like Vandy the Pink, customized their own Wallabees with paints, patches, and laces—leaving with one-of-a-kind kicks.
Partnerships: Teamed with a local craft beer company to launch Wallabee Pilsner—custom-labeled cans with Clarks’ vibe—and Sweet Chick for fried chicken and waffles, tying food and drink to the experience.
Every detail screamed Clarks: creative, authentic, and effortlessly cool.
The activation crushed it, blending Clarks’ legacy with Miami’s creative pulse:
Earned Media: Coverage in Hypebeast, Footwear News, and Miami New Times, plus 50+ influencer mentions.
Impressions: 3.2 million across social and editorial (estimated from Art Basel’s 80K+ attendees and X amplification), with #ClarksCreates hitting 500K views.
Engagement: 300+ custom Wallabees made, 1,000+ Pilsners served, and lines out the door for Sweet Chick’s grub.
Cultural Impact: Attendees called it “the dopest thing at Basel,” cementing Clark's as a lifestyle brand, not just a shoemaker.
This wasn’t luck—it was execution. Future Basics owned every piece of this project, from scouting to serving, proving we’re the real deal for activations that stick. Our speed (under 30 days), creativity (3D fabs to beer collabs), and end-to-end control (design to delivery) set us apart. We’ve done it for Clarks, Russ, and DraftKings—blending big ideas with flawless follow-through. Need an event that stops scrolls and starts conversations? Future Basics doesn’t just build experiences; we build legacies. Let’s craft your next win.
