Shoebox Museum #PoweredbyPaper

CHALLENGE Packaging propels our lives. Yet, because of its ubiquity, it isn’t often recognized. The Paper + Packaging Board sought to bring awareness of the impact it has on culture. How? We built a Shoebox Museum #PoweredbyPaper. SOLUTION Meet the Shoebox Museum, a three-day gallery style pop-up paired we paired with a media launch party in New York City’s streetwear mecca the Lower East Side. The first of its kind,, we featured artful displays, historical anecdotes, and opportunities for visitors to take their turn at building packaging. Curated by the founder of Nice Kicks (Matt Halfhill), a sneakerhead media mavin, each shoebox in the museum had a significance influence in sneaker culture with packaging driving the show. RESULTS Over 950+ visitors visited the museum over the 3 days and 40 targeted media + influencers attended the launch event sharing a total of 32 media placements to date with 147M total media impressions. Added bonus? ESPN filmed the whole event for its SneakerCenter Show.