The GORE-TEX® brand presents the GORE-TEX® BRAND STUDIO [ ] LAB, a new concept built on creativity, community, and cultural exchange. This initiative serves as a platform for local lifestyle activations across Europe, connecting brand storytelling, retail experiences, and community engagement to bring the GORE-TEX® brand to life beyond the product itself.
The project aims to inspire people to explore their creativity in diverse environments, connect local communities, and foster collaborative creation. The GORE-TEX® BRAND STUDIO [ ] LAB brings together creatives, communities, and retail partners to demonstrate how performance and culture can be intertwined in Europe.
The GORE-TEX® BRAND STUDIO [ ] LAB is a long-term, continuously evolving initiative that combines performance, creativity, and culture. Each edition focuses on a new theme and creative discipline—starting with photography. The project aims to bring to life what it truly means to engage with these disciplines.
The project seeks to empower local communities, retail partners, and creatives across Europe by making them active voices within the GORE-TEX® brand world.
The project kicked off in Stockholm, where photography became the medium for creativity and storytelling. The first edition, the GORE-TEX® BRAND STUDIO [photography] LAB, was created in collaboration with local retailer KA-YO.
Under the motto „Move Through It“—the GORE-TEX® brand’s creative statement encouraging people to embrace the weather rather than avoid it—participants were invited to interpret this perspective visually.
For the project, a section of the KA-YO store was transformed into a creative photo lab, inspired by the aesthetics of traditional darkrooms. To bring the idea to life visually, the GORE-TEX® brand collaborated with renowned photographer Chris Shonting, known for his work with Supreme, Odd Future, and VANS. Together with Shonting, Key Opening Leaders and community members participated in a hands-on workshop that brought the „Move Through It“ motto to life. The result was a curated exhibition in the KA-YO Store – a series of images that captures what the GORE-TEX® brand stands for in vision and creativity.
