Adidas Future House
Aligning with the adidas Originals 2016 global direction; ‘remember the future’; 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. With levels of anticipation from Sole DXB fans soaring, it was paramount that adidas Originals took ownership of the regional lifestyle platform as the leading brand partner. In doing so, we conceptualised, designed and built across three tiers a space in which transitioned 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 Wimbledon, Kate Moss Originals Gazelle advert and a 90s Run DMC gig. 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, presenting the ultimate moment in time to continue to build on the relationships cultivated with relevant vloggers and Instagram sensations, with the potential for greater reach being realised. By leveraging new media opportunities with the likes of HYPEBEAST, we extended the reach of FUTURE HOUSE DXB, ensuring that the right audiences globally knew about adidas Originals’ return to Sole DXB.