CREATIVE LEAD
Immersive Multimedia Experiences
Culture, Brand, Arts & Entertainment
adidas - Originals Concept Store
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Immersive Media Facade
Immersing customers inside the world of adidas’ Originals Collection
adidas Originals is a lifestyle sub-brand that pays homage to the brand’s vintage and classic product lines. Rooted in heritage and nostalgia, it reinterprets its legacy through a modern—often futuristic—lens. For the adidas Originals Collections store in Dubai, the brand sought to express its identity and values through an impactful visual experience displayed across the entrance façade screens.
I developed two distinct visual concepts based on the themes Collections and DNA, each offering a different interpretation of the brand’s past, present, and future.
The Collections concept drew inspiration from marbles as a nostalgic reference to vintage collectibles. Classic adidas footwear models were integrated into the visuals, while the brand’s core colour palette—particularly its signature silver—was used to introduce a sleek, futuristic edge.
The DNA concept focused on adidas Originals’ forward-looking mindset while honoring its roots. Iconic sneaker laces were reimagined as DNA strands, symbolizing the sub-brand’s intrinsic connection to its origins and its continual evolution.
Creative Development - Visual Design Process
For reference only - credit unknown
The content had to follow the iconic blue and white colour branding palette associated with adidas Originals.
Due to the narrow profile of the screens, the content was carefully designed to work compositionally and move in a primarily vertical manner. The DNA strand form lent itself well to these restraints and so we echoed it across both the marble and shoelace concepts.
The result - dramatic, playful but graceful sequences, providing a strong and attention-grabbing brand impression for visitors.
