Tomorrowland WR1 sneaker celebrates global momentum with activations in Hong Kong, Shanghai and Ibiza
Following the launch of the WR1 Sneaker, Tomorrowland's first-ever footwear collection, the brand continues to introduce the new silhouette to audiences around the world through a series of international activations across Asia and Europe.
One of the season's standout moments was the launch of the WR1, Tomorrowland's first-ever sneaker. Inspired by the hidden intelligence of nature, the WR1 translates organic forms into a contemporary silhouette where movement, rhythm and design come together. Recently launched through a campaign featuring Lost Frequencies, Miss Monique and NOVAH, the sneaker marked a new chapter in Tomorrowland's ever-evolving lifestyle universe.
As part of the road to The Magic of Tomorrowland Shanghai, the WR1 Sneaker made its Asian debut at JUICE Hong Kong, where visitors were invited to discover the collection within an immersive environment bringing together fashion, music and storytelling. The journey continued with a second activation at JUICE Shanghai, further introducing Tomorrowland's expanding lifestyle universe to local audiences while building excitement for The Magic of Tomorrowland later this year.
The story continues in Ibiza on September 30, when the Tomorrowland Flagship Store hosts a dedicated evening celebrating the WR1 Sneaker. Set against the backdrop of the store's creative universe, the event will bring together fashion, music and community through DJ performances, food and drinks, exclusive gifts and a series of moments inspired by the campaign theme, "Shaped by Nature, Worn in Rhythm."
From Hong Kong and Shanghai to Ibiza, the WR1 activations reflect Tomorrowland's ambition to extend its creative world beyond the festival grounds, connecting people through music, design, culture and shared experiences.
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Aurélie Hurlet