Up There x New Balance

Trade Arts fabricated the set and props for Up There's New Balance campaign — a collaboration launch for the Melbourne sneaker and fashion boutique. The build centred on steel framing and reeded (fluted) acrylic panels, working as both a photographic backdrop and a sculptural retail installation.

Scope

• Steel frame fabrication
• Reeded / fluted acrylic panels
• Finishing and assembly for campaign photography and in-store display

The effect

The reeded acrylic refracts and softens whatever sits behind it, turning the models and product into shifting, abstracted forms — a clean optical device that gave the campaign its distinctive look while doubling as a freestanding retail fixture.