ASICS, the Japanese sneaker brand, introduced the new Sportstyle series GEL-CUMULUS 16, equipped with GEL™ Technology to deliver both comfort and energy. For this launch, ASICS Indonesia set its sights beyond awareness. The challenge was how to position the GEL-CUMULUS 16 as cool and culturally visible, on par with other Sportstyle drops. Plaza Senayan’s Fountain Area was chosen as the activation stage, a high-traffic spot where office workers and mall-goers constantly intersect. The task was to create an activation that not only captured attention but also stood apart from the many brand takeovers already held in the same space. Studio 1212 responded with a Japanese Zen-inspired pop-up in collaboration with architectural studio FFFAAARRR. The all-white, cloudlike structure floated lightly between two banyan trees, interrupting the urban rush and inviting visitors to pause, step inside, and experience ASICS’ philosophy of calm and propulsion.

Inside, the product installation extended the cloud concept. Shoes were displayed from multiple angles within a haze-filled space, highlighting both their comfort and contemporary design details. Visitors were guided through multisensory and mindful experiences, from an ambient room and matcha at the bar to personalizing carabiners and joining hands-on workshops such as matcha-making, ceramic painting, and ukiyo-e block printing. More than a pit stop, the pop-up became a living expression of ASICS’ Japanese values.

Over seven days, it attracted more than half of Plaza Senayan Fountain visitors, with 45% registering for OneASICS and trying the product. The activation successfully positioned the GEL-CUMULUS 16 as a sneaker made for any style and powering every lifestyle.