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.


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.


  • Art Director / Concept

    André Engdahl Jofré

  • Management

    Oskar Ekman / Year0001

  • PR Firm

    Jung Relations

  • Tech Provider

    Solid Sound


  • Art Direction
  • Creative Direction
  • Space Design
  • Visuals