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The HOKA Hybrid Space - Launching the Stinson One7

WHAT|;
HOKA — Hybrid Space - Launch of the Stinson One7

WHO:
Creative Lead 
with Yeet

HOW:

To launch the HOKA Stinson One7 — a hybrid lifestyle shoe with trail-running roots — The Hybrid Space was created as a temporary experiential environment in Shoreditch. Conceived as a physical expression of hybrid thinking, the space celebrated what can be forged when disciplines, ideas and cultures come together, mirroring the design ethos behind the Stinson One7 itself.

The project marked HOKA’s first lifestyle-led event of its kind in the UK, representing a strategic shift in how the brand engages with culture beyond performance running. By placing design, art and community at the centre of the experience, the event expanded HOKA’s footprint into a more lifestyle-oriented space, while remaining grounded in the brand’s technical and trail-running heritage.

The space was brought to life through collaboration with furniture designers Atelier Serruys and Whyman Furniture, alongside sculptor Andy Mitchell, who created bespoke and reimagined pieces inspired by the form, materiality and function of the shoe. These works formed the backdrop to a one-night exhibition and event that blended design, craft and performance. A bespoke room scent was also developed in collaboration with Attirecare, designed to evoke the atmosphere and invigoration of the British Lake District — grounding the experience in the Stinson One7’s trail-running DNA. Food and drink partners added to the sensory layering of the evening, completing an immersive, multi-disciplinary launch moment.

To guide guests through both the product and the experience, a bespoke zine was created as part of the launch. The publication acted as a tactile companion to the space, introducing the Stinson One7, unpacking the idea of hybridity, and spotlighting the wider collection. Designed as both a guide and a takeaway, the zine extended the narrative beyond the physical environment, allowing guests to engage with the product story before, during and after the event.

Credits
Creative Agency
Yeet

Client
HOKA EU

Collaborators
Atelier Serruys — Furniture Design
Whyman Furniture — Furniture Design
Andy Mitchell — Sculpture
Attirecare — Bespoke Scent

Food & Drink
Pophams Bakery
Top Cuvée
Dumbo Paris

Team Yeet
Executive Creative Director — Paul Mann
Executive Producer — Jake Perry
Client Services Director — Mike Wulverson
Account Executive — Olivia Vozzolo
Set Design — Xander Mitchell
Creative Lead — Ellie Jacskon 
Designer — Joshua Tinsley
Creative Intern — Neha Sivakumar
Creative Producer — Jade Nzekwe
Production Assistant — Mathilda Blowers

Photography
Ellie Ramsden