adidas Originals x StudioXAG: Wings + Horns Launch

StudioXAG created the global identity for a series of installations to launch adidas Originals collaboration with Canadian menswear brand Wings + Horns. Inspired by the considered restraint of Japanese architecture and craftsmanship. The installations focused on manipulating light and shadow, playing with negative space and a sense of weightlessness.

In the windows, large concrete-effect panels featured lights encased within cast steel boxes and pieces from the collection hung beneath. The iconic trefoil logo was projected onto one panel, its form shown as a shadow. Layers of hand-cut foam created a textured ‘terrain’ underneath the panels, creating a monochromatic landscape.

In-store, product was suspended successively in a cross formation on metal bars, whilst the plinths displaying footwear repeated the foam landscape motif, in a regimented formation.