Turning a shoe launch into a new cultural destination

In 2016, adidas Originals released a new style of trainer: The NMD. Its unconventional design mixed heritage styling with modern tech from their sports range.

The launch campaign 'Your Future Is Not Mine' was a rallying cry inviting this generation to defy convention and follow their own path. Doing away with big-name celebrities, the print and TV ads featured a new breed of creative mould-breakers.

So when it came to launching the NMD with a flagship event in London, I knew it had to be unlike any other shoe launch.

adidas Futurehouse was designed to connect the NMD with the creative community who inspired it. For six days and nights, we transformed a three-storey building in East London into a one-of-a-kind cultural destination.

Part installation. Part inspiration. Part celebration.

Every aspect of adidas Futurehouse was designed with Instagram squarely in mind. I wanted the physical environment to be as impactful as what happened within it.

Inspired by the launch campaign, we developed a visually rich immersive world. This featured a fusion of different dystopian environments, such as a post-apocalyptic wasteland to an egotistical mirror world. Each one hosted a variety of themed experiences – from bars and performance stages to product displays and interactive photo moments.

We also integrated a series of interactive installations designed to play off the dystopian aesthetic. This included an image-distorting kaleidoscope and an all-seeing CCTV wall – produced in collaboration with digital pioneers Hellicar & Lewis.  

Establishing adidas Futurehouse as a true cultural destination meant delivering a busy schedule of events that maintained momentum throughout the six days.

In the daytime, we produced a series of inspirational events for London’s creative community – from workshops and panels, to film screenings and InstaMeets. Authenticity was key, so we worked closely with local talents to create a meaningful programme of experiences and activities. Grime artist Kano even hosted a BBQ.

In the evening, adidas Futurehouse became a live music venue. We continued to involve local talent by co-hosting each night with a different creative influencer. Together, we curated a line-up of international and emerging artists. We also worked with media-partners NME and Hypebeast to produce a series of exclusive content from the event.

For six-days, adidas Futurehouse became one of London’s most talked-about destinations. While space inside the venue was limited, over three thousand visitors created over 12,500 social posts – which generated 750k likes, shares and retweets.

Other markets were also inspired to replicate its success – resulting in more Futurehouses popping up around the world from Dublin to Dubai.