ABOUT

The launch event for Adidas Spezials Pre-Spring 2023 collection was held at the Adidas Originals flagship store on Carnaby Street, London. I was commissioned to work alongslide the VM team from Adidas and IMA-Home to design an immersive shopping area for customers to interact and experience the collection.

The collection was inspired by Stephen Graham's journey to Iceland in search of the Aurora Borealis. On this adventure, he traversed the rugged yet stunningly beautiful Icelandic terrain and the store installations were designed to reflect this natural beauty. My role in the team was to develop immersive projections that would take up at 8000mm X 2500mm wall in the store. My concept was to produce monolithic objects that formed visual representations of Iceland's rugged terrain, followed by a series of generative light shows that mimicked the look and movement of the Aurora Borealis. All of these visuals were created using algorithmic creative coding and generated in real time, meaning they were constantly evolving throughout the night.