adidas Originals x StudioXAG: Deerupt Launch

To celebrate the launch of adidas Originals’ eagerly anticipated Deerupt trainer, we designed and produced an immersive digital space for the London flagship store at Fouberts place.

Deerupt’s distinctive mesh overlay informed the global concept: Disrupt The Grid. We created an experiential environment with the trainer displayed amidst a graphic grid-wrapped interior.

Incorporating motion sensors and technology hidden within the shoe, the grid projected on the walls transformed, warping and morphing around visitors, responding to every movement of the shoe.

The Hanbury Street store received an analogue interpretation of the concept. The grid graphic treatment wrapped both the exterior and interior of the space. Instore vast warped mirrors lined the walls creating striking grid distortion, skewing the reflections of customers.

The store’s large central table featured a graphic wrap with Deerupt trainers positioned on bespoke metal risers, protruding from the graphic to create a grid warped in 3 dimensions.