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.