Have you spotted this giant ECCO shoe in Dhoby Ghaut MRT?

Danish leather footwear and lifestyle brand ECCO is inviting Singaporeans to ditch what they know and step into comfort and style.

To do so, the brand will be unveiling Singapore's largest 3D shoe installation along the walkway between the North South and North East lines at Dhoby Ghaut MRT station. 

The 3D shoe installation will take the form of the brand's GRUUV shoe and will be running from 15 August to 31 October 2024.

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With the tagline “Made for Walking”, the eye-catching display measures close to two metres high and aims to invite consumers to take the step and explore the brand's new GRUUV collection for men and women. 

The idea came about as a bold and cheeky play on the tagline and to showcase the dynamic walking motion of the shoe with its unique two-way flex rubber sole, said Benjamin Chin, managing director of ECCO Singapore and Malaysia when MARKETING-INTERACTIVE reached out. 

Chin added that the giant shoe is "just the beginning of more to come; maybe more giant shoes or the same giant shoe will be walking to more iconic destinations." 

In addition, ECCO is offering all consumers a welcome promotion. To receive a SG$50 discount e-promo code, all consumers have to do is scan the QR code at the GRUUV display and fill in their details. 

After completing a short questionnaire, interested consumers will receive an SMS and a code that can be used to make an ECCO shoe purchase. 

The special discount is valid for 14 days upon signing up and can be redeemed at any ECCO concept store, IMM outlet or selected department stores. 

“The hallmark of Danish design is in its quiet elegance. And all the rich stories of our ECCO leather and shoemaking heritage culminate in that one pair of shoes. Our 'Made for Walking' shoes are perfect for Singaporeans who commute and travel everywhere all the time. That’s why we want to be a little louder this time so that many can come and hear our wonderful story," said Chin. 

Larger than life installations are definitely one way to gain the attention of fans and consumers. Earlier in March this year, sportwear brand PUMA pulled off a similar feat in Bangkok, Thailand. 

The brand launched its first PUMA Palermo pop-up store where visitors were greeted with a variety of installations and interactive features, including a large PUMA Palermo sneaker figure.

Stepping into the space, visitors got to engage with the pop-up's interactive features that were inspired by Palermo while paying homage to the coastal capital of Sicily, the place the Palermo was named after.

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