adidas Originals x StudioXAG: XBYO Launch

adidas debuted the prominent X motif in 1960, and it has appeared on everything from running shoes to apparel. To celebrate this symbol, we designed and produced windows and an in-store installation at the adidas Originals flagship store.

In the windows, the ‘X’ motif continued. Product hung from two connecting metal rails, with campaign images suspended next to large illuminated white cross structures. The store face was wrapped in a bespoke ‘glitch’ graphic, inspired by the campaign imagery.

In-store, intersecting neon tube lights suspended from the ceiling showcasing the collection, which hung from a rail replicating the neon ‘X’.

A screen showing the XbyO documentary film was embedded into a stainless steel floor plinth, placed at a junction of two oversized black serrated graphics.