Ground Up, a leading footwear company, proudly showcased its brand-new Experience Room during the FFANY Week event on June 3rd, 2024. The event marked a significant milestone in the company’s vision to create a one-of-a-kind engaging space where partners can step into the world of their favorite characters; creating personal connections with fandoms they love. By bringing together iconic licenses and beloved characters, Ground Up aimed to create an unforgettable experience that would leave a lasting impression on all who entered.

“Showcasing our innovative products through the lens of our fans, we feel sets us apart from our competitors,” said Jack Gindi, Ground Up International’s CEO. “We are focusing on increasing our in-store activations across our partner base while elevating and bringing these installations to life with our partners.”

The Experience Room transports partners into the world of their favorite characters, featuring floor-to-ceiling installations from beloved brands and characters like Hello Kitty, Disney, Marvel, Barbie, Sonic, and more, surrounding them with the magic and excitement of their favorite fandoms. This immersive environment is designed to evoke a sense of nostalgia, inviting partners to relive childhood memories and create new ones.

Within the Experience Room, a black and gold vault stages one-of-a-kind character mementos, including Cinderella’s Slipper, Sonic’s rings, and Spider-Man’s mask. The vault is more than just a collection of memorabilia, it showcases the passion and dedication of fans worldwide. Inviting partners to find memorable items from their favorite movies, games, and TV shoes.

Partners can also test their luck with the ‘Bear Claw,’ a custom claw machine offering a chance to win a limited-edition Ground Up red or black stuffed bear. The limited-edition Ground Up Bear is an exclusive gift from the Experience Room, as a token of the brand and a reminder of an unforgettable visit.

Step into ‘Sweeten’ Up’ Ground Up’s custom candy store, designed to evoke a sense of nostalgia and joy by recreating the magic of a traditional candy store. This space is made for every “Kid-ult” who cherishes their childhood memories of enjoying all the sweet treats. So, fill up your bags and get ready to feel the sugar rush.

On the way out, visitors can stop by the ‘UP-Zone’, offering them the opportunity to take a piece of the Experience Room home through exclusive Ground Up merchandise from branded Water Bottles, T-shirts, Sneakers, Tote Bags, and Hats.

Ground Up’s brand mission is to fulfill the need for fun. They provide customers the freedom to express themselves through their favorite fandoms. The company is dedicated to fostering creativity and facilitating collaboration between their footwear and everyone’s favorite brands.