Adidas Press Day

Brief

Wanting to reveal their Autumn/Winter ’08 range to London’s press, Adidas asked Maverick to create individual showrooms at the chosen venue, based in the heart of Covent Garden, to display their different ranges.

Our Response

Maverick took over the entire blank canvas style venue to create four zones, each representing one of Adidas’ new seasonal ranges. With the use of a number of bespoke built structures and furniture pieces, each designer range had a unique set. The Adidas Sport Performance collection was displayed with the use of free standing hanging structures, each a different shape and design.

The Beijing Olympic range was exhibited in a specially made perspex case as these products are exclusive to the Olympics rather than being available to the public. Funky dance music, plasma screens and large wall vinyls and the Sport Performance model completed the ultra sport trendy feel. Adidas’ trendy Originals range was showcased around a large Originals trefoil. Their logo was constructed from wood and covered one of the walls of the room, this was then covered with framed images from the current look book. This was lit from behind to complete the large installation. Clothes and shoes were hung on wire that came down from the ceiling for a unique free hanging.

For this press day Adidas also wished for Maverick to display the Adidas with Stella McCartney range. This was displayed in a modern dance studio with the use of bespoke built hanging and fuchsia lighting to reflect the feel of this season’s range

The Results

Adidas was extremely impressed with the transformation. The way in which Maverick used bespoke elements to complete the looks of the sets led to a completely unique press day for London’s media.