The Work: Concepts for the activation

 

In 2018, Adidas launched the” Deerupt Runner Sneakers”, which had impressive technology in terms of comfort and performance, the brand defines these tennis shoes as minimalist, flexible and lightweight expertly built to deliver a snug, comfortable feel, the idea behind This activation was to “show in large, what happened in small”, to achieve this, a pavilion 10 meters wide by 10 meters long by 10 meters high was designed, containing 4 rooms inside showing the features of this new product; Flexibility, Resistance, Design, Color, people going in there were experiencing those features taking time to create memorable moments by taking pictures and in the end they could win a pair of those new shoes.

 

In a Design point of view, the outside structure were topped up with a luminescent mesh that was used so that at night it could be easily seen without having to illuminate the cube too much, likewise the colors of the brand were used and accentuated with spotlights but using black as the predominant color, this activation was taught as a part of a yearly music festival in Colombia and competed among other brands that had activations the same year.