I visited one of the Size sneaker shops in London last week. The store has a room that’s permanently used for certain advertisers to do small installations and exhibitions – in this case the Nike Air Max 95. It’s a great example of embracing the depth, nuance and complexity of a brand. Of course it’s not all brands that have such an interesting story about how a shoe was developed through explorations of bone musculatures. But most brands have more to tell than a simple endline - especially if the audience is experiencing the brand outside of the boundaries of TV advertising.