To keep adidas Originals the brand of choice for influencers and sneaker heads alike, celebrating and leveraging in unity the six Origi- nals key product franchises; Superstar, Stan Smith, Gazelle, ZX Flux, Tubular and NMD.
Aligning with the adidas Originals 2016 global direction; ‘remember the future’; what if we created a space that would visually bring to life the brand’s roots and how they have paved the way for the products we see today.
FUTURE HOUSE DXB
Create a global first for adidas Originals, embracing a fusion of the brand’s past, present and future. Unite the key product fran- chises through the art of storytelling, in a manner which accentu- ates the progression of both footwear and street culture.
AN INTEGRATED THREE-TIER PLATFORM.
With levels of anticipation from Sole DXB fans soaring, it was para- mount that adidas Originals took ownership of the regional lifestyle platform as the leading brand partner. In doing so, we conceptual- ized, designed and built across three-tiers a space in which transi- tioned its visual language from day to night in alignment with Sole DXB’s aesthetics and set design.
On entering FUTURE HOUSE DXB, guests were immediately struck with an ode to the past with paraphernalia, arts and culture from the 70s, 80s and 90s inclusive of retro installations showcasing iconic moments of key Originals franchises; Stan Smith winning Wimble- don, Kate Moss Originals Gazelle advert and a 90s Run DMC gig.
Next up, the future environment featuring custom-built kaleidoscope interiors across the walls and ceiling. Immersive LED panels pulsed to live music programming alongside multiple walk-in snap and share opportunities.
With our most dedicated sneaker heads wanting to be first to get their hands on exclusive products, we provided them with unprec- edented access to a number of drops throughout the weekend in a visually impactful environment. The retail floor also included limited edition printed Stan Smith tote bags for product purchases and a capped number of exclusive NMD sneakers released at midday on both days, spiking WOM and conversation online among fans of the brand.
The top deck hosted a line up of the region’s top mixologists, po- laroid cameras captured organic moments with custom made view finders on offer for guests to experience key footwear franchises. Due to the proximity of the space to the main stage, adidas Originals hosted an exceptional viewing deck for headline performances from the likes of Stormzy and Mercury Music Prize-winning, Skepta. Pre- senting the ultimate moment in time to continue to build on the rela- tionships cultivated with relevant vloggers and Instagram sensations, with the potential for greater reach being realised.
By leveraging new media opportunities with the likes of HYPE- BEAST, we extended the reach of FUTURE HOUSE DXB, ensuring that the right audiences globally knew about adidas Originals’ return to Sole DXB.