Merrell, the world’s leading outdoor footwear brand, is taking its mission to bring the outdoors to everyone quite literally, with the launch of the Wander Wheel, a unique, interactive art installation. Open to the public for one weekend only, from September 27 to 29, 2024, the installation will transform Studio 525 in Chelsea into an immersive, nature-inspired experience. Created in collaboration with PLAYLAB, INC., the Wander Wheel allows visitors to journey through four distinct natural environments from across the globe—all without leaving New York City.
SNEAKERS
The Wander Wheel is a rotating, interactive sculpture designed to mimic the feeling of hiking through diverse landscapes. Visitors are invited to step onto the wheel and take a surreal trek through environments such as the flowering hills of California, the dramatic plains of the Australian Outback, the snowy mountain passes of Switzerland, and the vibrant rainforests of Brazil. Each section of the wheel is meticulously crafted to replicate the look and feel of these iconic landscapes, allowing visitors to experience the beauty of nature from within the confines of the spinning installation.
“The good that happens when we spend time in nature and on the trail is just within reach, even in the heart of the city,” said Lindsey Lindemulder, Vice President of Brand Marketing at Merrell. “The Wander Wheel invites New Yorkers to step outside, recharge, and find nature in unexpected places.”
Upon entering the installation at Studio 525, attendees are greeted by a sensory “palate cleanser” designed to transition them from the hustle and bustle of the city into a more serene, nature-focused mindset. Soft natural sounds, subtle earthy scents, and washes of color create an immersive environment that prepares visitors mentally and physically for their journey through the Wander Wheel.
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The wheel itself provides an endless hiking experience, where visitors can explore various terrains in a continuous loop, symbolizing the infinite beauty and discovery of the natural world. Along the way, visitors are encouraged to wear Merrell’s innovative Moab Speed 2 hiking boots, offering a firsthand experience of the brand’s lightweight, high-performance footwear. Known for their versatility, these boots are designed to handle various terrains while providing superior comfort and support, aligning perfectly with the theme of the Wander Wheel’s journey through diverse landscapes.
The installation highlights Merrell’s commitment to making nature accessible for everyone and reinforces the brand’s passion for merging performance, style, and sustainability. With over 40 years of experience in the outdoor footwear industry, Merrell continues to push the boundaries of what it means to explore the outdoors. This latest project is part of the brand’s broader vision of promoting outdoor adventure, inclusivity, and environmental stewardship.
“Hiking is a joy that everyone can experience, no matter where they live,” added Lindemulder. “Merrell’s Wander
Wheel is an art installation designed to evoke wonder and remind us of the good things that
await when hiking.”
The installation also draws attention to Merrell’s long-standing dedication to sustainability and inclusivity. As the global leader in outdoor active footwear, Merrell is committed to building a more sustainable environment for future generations to enjoy, and the Wander Wheel serves as a reminder of the beauty that exists in the natural world and the importance of preserving it.
PLAYLAB, INC., the creative studio behind the Wander Wheel, is known for their multidisciplinary approach to art and design. Their work spans fashion shows, films, retail experiences, and now, immersive installations. Through this collaboration, they have brought Merrell’s vision to life, offering an interactive, experiential way for New Yorkers to engage with nature.
The Wander Wheel installation will be open to the public at Studio 525, located at 525 W 24th St., New York, NY, during the following hours:
Friday, September 27: 12 p.m. to 6 p.m.
Saturday, September 28: 10 a.m. to 6 p.m.
Sunday, September 29: 10 a.m. to 6 p.m.
The Wander Wheel provides a unique opportunity to escape into nature’s beauty and explore new landscapes—all while standing in the middle of Manhattan.