New Balance Run House

As local creative production partner for Exposure America, we brought to life the New Balance Run House for the Rome Marathon, set within the Corsie Sistine. A historic space temporarily reconfigured into a contemporary, high-energy environment where running culture, community, and brand identity could coexist and amplify each other.

Our role spanned the entire process, from early-stage location scouting to design development, from assembling and leading the crew to coordinating a complex network of suppliers, all the way through to the full execution of a three-day program. The space was conceived not as a static venue, but as a dynamic system in constant activation: press moments, social interactions, performance-driven encounters, and a continuous flow of people moving through it.

At its core, the Run House operated as a brand activation on the ground. A physical infrastructure designed to embody New Balance’s positioning not through explicit messaging, but through lived experience. Every element from spatial design to programming, from food to sound, from signage to human interactions was carefully calibrated to translate the brand into something tangible, usable, and shareable. The objective was not simply to host, but to activate: to turn presence into participation, and participation into memory.

The result was an environment that extended beyond its walls, resonating across the city during the days of the marathon. A place where the energy of Rome, the movement of runners, and the identity of the brand aligned into a single, coherent narrative.

An intense, uncompromising process that demanded precision, adaptability, and endurance, and that ultimately delivered an experience as immediate as it was lasting.