How Attendees Took Home Custom Sneakers Painted with Their Brain Waves

Martell Cognac partnered with designer Fe (pictured middle), the founder of womenswear brand Fe Noel, to put on a consumer event dubbed The Martell Sneaker Atelier. Guests could take home sneakers hand painted with their brain waves, visualized with on-site technology from Random Quark.Photo: Darian DiCiannoNEW YORK—What if you could turn your brain waves into wearable art? That was a reality for guests at The Martell Sneaker Atelier, put on by Martell Cognac. The one-day consumer experience from the spirit brand—executed by experiential agency 160over90—took place Dec. 14 at SNS New York. The event was a collaboration with designer Fe Noel, the founder of her eponymous womenswear brand (she's also a CFDA/Vogue Fashion Fund recipient). 

The main event for the 275 guests? A "brain wave bar" put on by creative technology studio Random Quark, where attendees were allowed, two at a time, to wear a brain wave-sensing headset while recalling a positive holiday memory. They were then able to view their vibrant brain wave patterns—in Noel's signature color palettes, naturally—forming real-time on screen right in front of them.

Artist Shanee Benjamin was pictured hand painting a guest's pair of sneakers with their brain wave pattern.Photo: Darian DiCianno"In the same way there’s no spirit on the market like Martell Blue Swift, we wanted to show our consumer how there’s no one on the planet like them," said Charlotte Raux, the senior brand manager for Martell Cognac at Pernod Ricard USA. "The Martell Sneaker Atelier was successful in demonstrating this, while also creating a never-before-seen experience. We worked with Random Quark to conduct the brain wave readings on-site. Attendees commented on how unique the event was from any other they had been to, especially the use of brain wave technology."

But simply viewing their brain waves on screen wasn't the end of it. Afterward, artists on-site like Sahle Selassie and Shanee Benjamin hand painted the individual brain wave patterns on the pair of white sneakers guests were asked to bring with them—creating a unique and personalized take-home gift. (Beforehand, guest could stop at the sneaker clean station with Jason Markk, known as a pioneer and trusted name in premium shoe care.)

Noel then capped the creations with custom gold charms designed in collaboration with New York-based jewelry artist Johnny Nelson. This was Raux's personal favorite touch point of the night.

"It was a beautiful finishing touch and a testament to her vision and partnership," she said. 

Noel proved to be a fitting collaborator on the event because, as Raux puts it, she "has mastered the ability to bottle up culture with her fashion, making her the perfect creative partner for a holiday experience that marries technology with design for the ultimate gift of self-expression."

The whole experience was inspired by a French Christmas tradition where people place their shoes by the fireplace to be filled with gifts by morning—in turn, it was meant to blend "tradition with modern-day sneaker culture and high fashion," Raux explained.

Martell Blue Swift—which is finished in American bourbon casks—was on hand too, of course, for guests to sample pours and signature cocktails. 

But the event wasn't without its challenges. Raux said the customization element of the event meant that there was a "need to limit attendance in order to maintain the integrity of the individualized design process." 

She advised event profs "to not underestimate the time, collaboration, and trust it takes to create a consumer experience."

Keep scrolling to see key vendors and more images and details from The Martell Sneaker Atelier...

VENDORS
Brain Wave Bar: Random Quark
Experiential Agency: 160over90
PR: The Romans New York
Social Engagement: CHÉ Creative
Talent Agent: UEG