747 WAREHOUSE ST, ADIDAS ORIGINALS
ALL-STAR WEEKEND. OPEN-SOURCE AESTHETICS. The NBA All-Star Weekend is one of the biggest annual events in the global sport and cultural calendar. For 2018, adidas marked the occasion with a two-day festival at 747 Warehouse St., LA. The objective: Place adidas’ basketball pedigree at the forefront of people’s minds with an unmissable and unforgettable weekend of music, sport, culture and brand activations that captures the attention of consumers, celebrities and press alike.
Leading the creative concept and art direction of the event, SUPERIMPOSE adopted a “no rules” approach to adidas’ brand language and visual identity, setting the brand apart from its competitors during this competitive period and reaffirming adidas as a brand for creators.
An ‘anti-corporate’ aesthetic ran through the entire festival space, allowing multiple stakeholders to adapt visuals without ever sacrificing adidas’ core DNA. Brand assets mimicked the aesthetic of a sticker pack, created purposefully in a way that would allow elements to stand alone as well as in concert with each other.
Tying back into the festival’s basketball roots, 747 Warehouse St. also played host to the East vs. West Hip-Hop game, with teams led by Snoop Dogg and 2 Chainz battling it out on the court. Bespoke terraces, court and custom kits rounded out the event, tying sport, music, culture and creativity together, and culminating in one of the most impactful events of 2018.
On the main stage, two days of live performances from artists such as Pusha-T, Kid Cudi, N*E*R*D and Lil Uzi Vert formed the centrepiece of the festival. Digital projections and visual content brought the event’s impactful branding to life, reinforcing the ‘anti-corporate’ spirit.
The event’s bespoke modular branding was also adapted to create a merchandise stall where attendees could purchase custom merch, from welcome packs and hoodies to celebrity specials. Our modular branding took on the value of ‘collectibles’, with attendees using touch-screen customisation stations to create one-of-one 747 Warehouse St. apparel.
A ‘Fresh Produce’ installation also offered attendees the first ever chance to create custom-print shoes, cut from larger graphic sheets, delivered straight into the customer’s hands and presented in special edition packaging for the event.
Companies
Adidas Group
- Fashion and Textiles