nike air max dN8 au labo

To celebrate the launch of the new Nike Air Max DN8, Snipes and Nike unveiled “Au Labo” — an immersive experience staged in a warehouse just outside Paris, designed as a true cultural testing ground. More than just an event, Au Labo paid tribute to the youth of the Parisian suburbs — a generation shaping the culture but often excluded from its biggest stages. This time, the spotlight was fully theirs.

Ear to the Ground, the agency leading brand activation for Nike and Snipes in France, partnered with Alternative Studios to lead the strategic collaboration with Hypemada — overseeing project management and operational execution for a bespoke immersive photo studio.

Hypemada is a media platform, creative collective, and cultural association that shines a light on Malagasy culture and its diaspora. Known for its bold artistic direction, high-impact visuals, and large-scale cultural events, the collective has become a key player on the Paris scene — making it the ideal partner for an activation built on authenticity and visual storytelling.

The custom-built photo studio allowed guests to be captured in a DN8-inspired set, with real-time portrait projections on a giant screen surrounding the stage — transforming every shot into a shared cultural moment.

The outcome: a living gallery reflecting the community’s energy, a stream of native and reusable social content, and meaningful visibility for emerging talents from the Parisian diaspora. A bold, authentic activation that embodies the mission of Alternative Studios: connecting brands with real communities through culturally-driven, purpose-led experiences that leave a lasting mark.

Services provided:

• Account Management

• Scenography

• Production