Steve Madden - Sole Survivor

Client: Steve Madden

A one-of-a-kind PR event in the heart of London, Steve Madden redefined the fashion event experience by turning its Fall 2024 collection into a real-life video game. Unfolding over two days, retail partners, media and key influencers across the globe were invited to step into the glamorous and dramatic world of Steve Madden with a fully immersive game experience called Sole Survivor.

A groundbreaking fusion of fashion meets high-stakes competition, Sole Survivor was an interactive event that reimagined Steve Madden’s iconic life story and his rise to shoe fame, whilst keeping a group of discerning influencers entertained throughout. The Sole Survivor event drew inspiration from the drama and excitement of famous game formats like Squid Game and The Crystal Maze, as well as the glamour of a Dynasty-era fashion gala. Attendees were immersed and participated in a dynamic, real-world video game which brought 90’s Wall Street to central London and told the story of a man with seemingly unlimited lives. Brought to life through a custom-designed app, guests experienced each element of Steve’s life story as game levels through a series of connected narrative moments that wove together physical and digital storytelling. Each level featured an immersive set design with a gamified aspect, as well as placing Steve Madden’s products front and centre. This immersive brand activation blended theatre, gaming and stylish street culture to capture the rebellious essence of Steve Madden and transform London’s bustling streets into a strategic playground.