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adidas Originals presented itself at the Bread+Butter Winter 2012 with a development of the fair appearance at the Berlin fashion fair last summe… Read More
adidas Originals presented itself at the Bread+Butter Winter 2012 with a development of the fair appearance at the Berlin fashion fair last summer Read Less
Published:
Evolution
adidas | D'art Design Gruppe | Bread & Butter, winter 2012 | Berlin, Germany 2012
In summer 2011 the D’art DesignGruppe created a seemingly futuristic brand architecture according to the motto“We came here to shape the future”, and at Bread & Butter winter 2012 injanuary the latter was literally unfolded with the concept “adidas Originalsevolution”.

The smooth transition of all whitepolished elements with dynamic lines was preserved. The product presentation inthe summer 2011 was done on three different levels, whereas now four wingelements that tower up into the Denim Base Area‘s sky unfold the currentOriginals area to 394 square metres. The wings add to the division of the standfor the different topics and product lines of the Originals brand and alwaysopen up new perspectives at the brand appearance. The massive wing elementsseem to be light and transparent thanks to mirror films at the bottom. At thesame time they reflect the highlight areas underneath. The discreet graphiclabelling of the mirrors with the trifoliate logo and the Originals stripesbrand the topic areas in a playful way.
In 2012 there is another level at1.5 m above the fair stand‘s base level as well: Here the highlight collectionsRansom, Jeremy Scott, David Beckham and Kazuki are presented. Graphicallyarranged glass windows on the sides of the fair appearance form a transparentbracket.

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

Since the fair’s return to thecapital Berlin in summer 2009, Originals presents itself in the Denim Base Areaof the location Airport Tempelhof. Since then the D’art Design Gruppe hasarranged the Originals fair design in cooperation with the realisateurProjektpilot.
Photography
Daniel Schäfer