Adidas Originals NORDIC TUBULAR LAUNCH

For the launch of the second wave of the innovative Tubular sneaker-series - adidas Originals invited Swedish sneaker-fans and fashion influencers to explore the new collection. 50 meters under earth, in Swedens oldest nuclear reactor.

ABOUT

For the launch of the second wave from the innovative Tubular sneaker-series, adidas Originals wanted to invite Swedish tastemakers and influencers to explore the show in a more real environment. The setting; A party 50 meters below the surface at Sweden’s first Nuclear Reactor.

The environment was taken to a new level with a digital glitch look, with projection mapping on the reactors bare surfaces and with strobing light installations to add to the industrial feel. A curated line-up with critically acclaimed Stockholm collective Sad Boys where chosen to build the sound atmosphere.

Credits

  • Art Director / Concept

    André Engdahl Jofré

  • Management

    Oskar Ekman / Year0001

  • PR Firm

    Jung Relations

  • Tech Provider

    Solid Sound

Deliverables

  • Art Direction
  • Creative Direction
  • Space Design
  • Visuals