adidas Originals x StudioXAG: ZX FW20

To promote the ZX 2K Boost, we created a unique takeover of the basement zone of adidas’s LDN flagship. Giant squishy ZX letters dominate the space, where customers are invited to bring the squish to life by pressing a button with their foot, activating a hidden mechanism which causes the sneakers to sink and melt into the letters.

Inside the ‘Boost Zone’, visitors are bathed in a light installation which gradients from a deep blue to a hot red. Sinking into the squishy floor, customers can descend into a blobby seat to test out the innovative ZX sneakers. On the outer-side of the launch space, product displays have been punched into the sponge-like walls.