New York City’s $4 billion World Trade Center Transportation Hub, also known as the World Trade Center Oculus, has only been open for three days, but it is already the showpiece of Cole Haan’s Spring ’16 campaign for its commuter shoe collection, ZerøGrand.
The campaign, called The Art of Elegant Innovation, was shot by Sebastian Kim and features New York City Ballet dancers Sara Mearns, Megan Fairchild and Gretchen Smith donning ZerøGrand footwear. The ballerinas are joined for the first time by male New York City Ballet dancers Craig Hall and Adrian Danchig-Waring to showcase Cole Haan’s dual-gender ZerøGrand collection.
The World Trade Center Transportation Hub, designed by Santiago Calatrava, was selected as a backdrop for the shoot for both its grace and function. Through choreography, architecture and design innovation, Cole Haan aims to convey a story based on “classic heritage, modern relevance and fearless reinvention.”
In a statement, Cole Haan CMO and General Manager of Business Development David Maddocks, said, “Cole Haan is a practitioner of Elegant Innovation. By shooting at Calatrava’s magnificent once-in- a-century masterpiece that is the World Trade Center Transportation Hub, we continue to tell our brand’s story. We are humbled and delighted to pioneer the use of this landmark as a backdrop to our products and our partners from the New York City Ballet.”
The Spring ’16 ZerøGrand collections debuts a perforated trainer for men and women, and a new sneaker for women.