The newest and largest Adidas Flagship store opened December 1st 2016 to much fanfare. A complete redesign of their retail experience was unveiled to the public. We were very honored to be tapped to design their first major initiative display in both the windows and the interior Launch Zone. Collaborating with their North America Retail and Brand teams, we created two large light-box windows to back up their brand assets for James Harden, and flooded the window with their messaging using cut vinyl The mandate was to allow the passers by to see through the store, so we kept it open, but used a vibrant red to attract attention.
The interior concept was based around how James Harden is turning the game on its head. So we flipped the basketball vernacular, and put the neon court on the ceiling. We foreshortened the court to tweak the perspective. The rafters and gym lights we put on the floor and used them as accents to highlight his signature shoe which was suspended above it.
DCD developed the interior elements and refined the floor plan to accommodate out custom designed merchandising displays, as well as pedestals to hold a virtual reality headset. DCD also art directed several motion activated audio clips that focused the sound down to the guest using laser focused speakers.
Creative Direction by Michael Castellon for Adidas North America and DCD. Art Direction by Chris Bradley, Jeremy Delgado for DCD. Fabrication and installation by Tangram International.
