HOKA Mafate X

In 2025, HOKA launched the Mafate X in Flatiron Plaza, NYC. Low Res partnered with Deyan and Chemistry Creative to turn the debut into a kinetic, light-driven experience.

The brief. Create a moment in the city that felt physical, immediate and unmistakably HOKA’s. Runners demoed the new shoe on treadmills, each enclosed in a glowing monolithic structure — and the lighting had two jobs: isolate the structure from the surrounding city, and amplify the intensity of the experience inside it.

The site. An open public plaza: uncontrolled ambient light, a limited footprint and infrastructure, and visibility from every angle.

The system. A controlled envelope of light — strong vertical illumination, saturated color and tight beam control. Low Res led the lighting design and integration for a fully customized, architecturally lit installation.

The result. An activation that merged performance and spectacle, built to stop traffic and spark motivation.