Lighting Design, Integration
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Hoka
HOKA Mafate X
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Lighting design and integration for the HOKA Mafate X launchIn the heart of Flatiron Plaza, Low Res partnered with @deyandotcom and @chemistrycreative to craft a kinetic, light-driven experience for the debut of the Mafate X.We led the lighting design and integration, developing a fully customized, architecturally lit installation where runners demoed the new shoe on treadmills, each enclosed in a glowing monolithic structure. An immersive activation that merged performance and spectacle, built to stop traffic and spark motivation
HOKA Mafate X
Lighting Design for a Public Brand Activation — Flatiron Plaza, NYC
HOKA introduced the Mafate X with a simple objective: create a moment in the city that felt physical, immediate, and unmistakably theirs.
The installation centered around a custom-built treadmill enclosure placed in Flatiron Plaza—an object designed to pull attention in and hold it. Our role was to define how it lived in space once the sun went down.
Concept
The lighting needed to do two things at once:
- isolate the structure from the surrounding city
- amplify the intensity of the experience inside it
This wasn’t about spectacle at scale. It was about contrast—compression and release. A contained environment that felt charged against the ambient noise of New York.
We approached the system as a controlled envelope of light: deliberate, saturated, and directional.
Execution
The installation was compact, but the constraints were real:
- open public environment
- uncontrolled ambient light
- limited footprint and infrastructure
- high visibility from all angles
We designed a focused lighting system that prioritized:
- strong vertical illumination to define the structure
- color saturation to reinforce brand identity
- tight beam control to avoid spill into the surrounding plaza
Fixtures were selected and positioned to maintain clarity and consistency across the enclosure, while keeping the exterior presence clean and intentional.
Inside the structure, light was used to heighten motion and energy—supporting the physicality of the treadmill experience without overwhelming it.
Process
As with most public activations, the design evolved in real time.
Adjustments were made onsite to respond to:
- ambient conditions
- sightlines
- how the installation was actually being used
Because the system was designed with flexibility in mind, we were able to refine quickly—tightening focus, balancing intensity, and reinforcing the visual hierarchy without rebuilding the rig.
Outcome
The final result held its ground in a dense, visually competitive environment.
The structure read clearly from a distance, while up close it delivered a more immersive, high-energy experience. The lighting supported both—drawing people in, then holding their attention.
Credits
Lighting Design: Low Res
Creative Collaboration: De-Yan
Production: Chemistry Creative
