client: adidas italia
focus: concept, creative direction, interior design, lighting design, production and installation
a black van is welcoming the customers to show a hundred percent adidas experience.
technical materials and light wrap a ‘space’ to create an interactive experience. nowadays a customer wants to deal with a new alternative experience that invites them to try contemporary products.
the mission of adidas shoe test experience is to add an additional value to the customized items that bring the user into a new world. a van becomes the scenario of a new kind of experience where the brand wants to meet and involve the client into something new.
as the adidas graphical images consist of two focus elements:
figure (the element of focus) and ground (the background picture) design team used the same approach to make the exterior part of the van, in order to create a cohearent design.
law of figure-ground. elements are perceived as either figure (element of focus) or ground (background on which the figue sits). are you seeing white text on black van or black van on white background.
design leads: andrea castejon + edoardo zarattoni
tech leads: centropolis design vet + centropolis design lux
project management: edoardo zarattoni
design: andrea castejon + edoardo zarattoni
production: centropolis design + runner marketing
partners: runner marketing