My approach is to highlight the 5 years of the concept store in Lyon by offering a shoe with " the image " of Lyon. 

 

A play between shoe design and graphics through seams, places, river, buildings  and concept store of the brand.

 

The pair of shoes is presented and highlighted on a map representing Lyon. (support)

 

A logo to  also created especially for the 5th anniversary of the concept store. This is affixed

on the shoe and (or) on the card.