Motivate aspiring creators to break down the boundaries that limit imagination and give them the platform, and the tools to do so.
‘I want to nourish my creative spirit and be given the freedom to express myself but Dubai has limitations in street culture and inspiring experiences.’
A COMMUNITY DRIVEN PLATFORM POWERED BY ADIDAS ORIGINALS.
Create the first adidas Originals co-working space designed to promote collaboration among the creative community in Dubai.
A place where one can redefine the future by looking to the past.
A place that proves that creativity is never finished.
BYND72 ENGAGED A SOUGHT-AFTER COLLECTIVE OF BRAND CUSTODIANS
BYND72; a dedicated space for creators to discover what it really means to be an Original. An open-source community, a place where the next generation of creators can come together in a relaxed environment that helps foster creative courage.
The brand used the space to provide guidance and inspiration to aspiring creators, motivating them to find new ways to share their interpretation of creativity. Through a unique series of programming, BYND72 engaged a sought-after collective of brand custodians who have a passion for both visual and verbal communication of their brand experiences. In addition to the adidas Originals sneaker drop launches, the space was populated with moments of collaboration, knowledge and inspiration.
Talks aligned to specific campaigns and themes, providing aspiring creators with access to established creators along with weekly series of interactive sessionswere organised to motivate local creators to explore their originality.
A space to feature content and showcase creativity.
Alongside BYND72’s programming, adidas Originals used the platform to bring the Middle East’s first Boiler Room to Dubai as a special collaboration. As both Boiler Room and EQT echo the same mantra; ‘Keep everything that is essential. Nothing that is not’, the launch saw in both the re-introduction of the EQT collection and the new yearly campaign. Artist partnerships included LA-based Nosaj Thing and Canadian Ryan Hemsworth with local artists Nasrawi and Essarai to explore Dubai’s flourishing underground music scene.