Matthew Regonini

This building was an old train station that we rented from the city. There's wasn't much to the space besides some cool old floors and dirty skylights. Our challenge was to transform this raw space into a comfortable place to hang out for our concert goers and VIP guests.

Product seeding was important within the space, but it had to be subtle. We designed hidden drawers into the modular furniture system.

That's Erykah Badu sitting on a sofa I designed. No big deal.

We hired a local artist with a laser etching machine to burn visitors' names into their sneakers.

We flooded our lounge with a collage of color created through a series of layered video projections.

Our photo booth featured a camouflage pattern created with highly reflective 3M vinyl that looked black until it was hit with a flash.

The theme of this years Converse space was Made By You, in conjunction with the marketing campaign at the time.  It was all about celebrating authenticity and the stories that a well-worn pair of sneakers can tell. 

The product seeding suite transformed into a one-night pop-up dining experience as part of an influencer event.

Part of the space was transformed into a photo studio where visitors could get profession-quality portraits of their favorite sneakers.

We used a satellite building outside of our main space for visiting artists and sneaker customization events.

To speed up the design process, we sometimes work exclusively in elevation format. This is a quick way to get the point across when it comes to material and graphic layouts. 

In 2014 we remodeled the Converse Santa Monica store to align with a new brand direction and aesthetic. 

Original mural by Canada-based En Masse.

We designed this 30"x30" sign to complement a side entrance of the building.  The sign is made from blackened steel and aluminum with hidden LED halo lighting.

The sneaker chandelier was designed in conjunction with Lukas Lighting.  While they look standard Chucks, we manufactured them with UV resistant rubber and no insole.  This allowed us to flood each shoe with LED lighting without worrying about the rubber yellowing over time.

The Performance Bar is the hub for getting tech help for computers and devices. I designed the massive tiered desk to comfortably seat three technicians and their gear. The outside of the unit is clad in the metal skin of fire doors that were previously on the property.

We were able to salvage material from Lovejoy Wharf, where the Converse HQ is located, and use it as an architectural feature throughout the building. We also gave each employee their own piece of the wharf with personalized laser-engraved name plates.

As part of our global launch of the Chuck II, we created a series of product seeding spaces around the globe. This space, in Mexico City, was a small art gallery that we took over for a week.

In order to transform the space without damaging it, we blacked out all the walls and ceiling with matte black vinyl.  This helped transform the normally bright space into something more moody and sophisticated.

The mural was a commissioned painting by a local Mexican artist. The piece was hand painted onto vinyl covered walls and then removed after the event.

I was tasked with redesigning Converse's LA showroom and product seeding space.  I designed a custom modular sofa, display shelving and media library.

Custom made horizontal cabinets can be closed to hide product displays. 

Everything within the space was fabricated by local LA craftspeople, with the exception of the floor mirror and lighting.

For the release of the Slam Jam/Cali Dewitt collaboration with Converse, I designed a pop up shop in the Converse Soho store.

Customers can help themselves to a free poster from the tearaway poster wall.

Direct to surface printing onto plywood really brought out the animal in this piece.....  oh boy...

Back in the day, Axl Rose wore custom-made Converse sneakers when Guns N Roses was on tour.  To celebrate GNR's 2016 tour, we remade Axl's favorite sneakers and packaged them in a custom box that I designed.

Axl is rarely seen without his signature bandana, so I created this original bandana print in his honor.  It was then printed with a clear gloss ink onto a white box to give it a ghosted look.