In the spring of 2019, agency MATTE Projects hired Robyn to work as a producer on their inner team, overseeing logistics on the launch event for adidas’ FUTURECRAFT.LOOP performance sneaker. Designed to be the world’s first fully recyclable shoe made entirely of TPU, the event was to be as eco-friendly as possible. Working alongside MATTE’s design and technical teams, the BE team oversaw venue operations, permitting, fabrication, catering, rentals, printing, security, and staffing for the 200 person event. Held at Duggal Greenhouse, a LEED Certified event venue, the entire experience was aimed to create little to no waste. All printing was done with eco-friendly materials and items were fully recyclable, all fabrication was made to be reused or donated and attendees were transported to the event via Teslas, bikes and zero-emissions buses. Guests entered a stunning visual experience featuring projection in the round and a ‘gifting ring’ that was dramatically lowered mid-event. Guests received a pair of shoes to take home with the expectation of one day returning them to adidas to create a second-generation shoe.