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evolution | adidas

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  • Evolution
    adidas | D'art Design Gruppe | Bread & Butter, winter 2012 | Berlin, Germany 2012
  • In summer 2011 the D’art Design Gruppe created a seemingly futuristic brand architecture according to the motto “We came here to shape the future”, and at Bread & Butter winter 2012 in january the latter was literally unfolded with the concept “adidas Originals evolution”.

    The smooth transition of all white polished elements with dynamic lines was preserved. The product presentation in the summer 2011 was done on three different levels, whereas now four wing elements that tower up into the Denim Base Area‘s sky unfold the current Originals area to 394 square metres. The wings add to the division of the stand for the different topics and product lines of the Originals brand and always open up new perspectives at the brand appearance. The massive wing elements seem to be light and transparent thanks to mirror films at the bottom. At the same time they reflect the highlight areas underneath. The discreet graphic labelling of the mirrors with the trifoliate logo and the Originals stripes brand the topic areas in a playful way.
    In 2012 there is another level at 1.5 m above the fair stand‘s base level as well: Here the highlight collections Ransom, Jeremy Scott, David Beckham and Kazuki are presented. Graphically arranged glass windows on the sides of the fair appearance form a transparent bracket.

    With the second stand level of the highlight area and the wings that spread over the stand, the concept “Evolution” of the D’art Design Gruppe for adidas Originals leaves a lofty and sublime impression.

    Since the fair’s return to the capital Berlin in summer 2009, Originals presents itself in the Denim Base Area of the location Airport Tempelhof. Since then the D’art Design Gruppe has arranged the Originals fair design in cooperation with the realisateur Projektpilot.
  • Photography
    Daniel Schäfer