adidas: Home Of Sport
Where Sport Meets Design
As part of the brand’s expansion plans in Singapore, adidas Singapore looked to launch their flagship concept store for the Adidas Performance arm which differentiated itself through a strong focus on hyper-local signatures created in collaboration with local artists and creators.
Redefining Sport for The Future
We were tasked to ideate and execute a campaign for the launch, weaving in the works of iconic local artists and designers while simultaneously keeping the theme of Sport at the forefront.
With this in mind, we dissected the essence of Sport, and sought to position the new store as the destination that redefines Sport for the future through the key pillars of Form, Function and Feeling.
Bringing Together Hyperlocal Talents
In collaboration with a slew of carefully curated local artists, we commissioned these talented individuals and empowered them to create in accordance to the theme of adidas Home of Sport,
where they put their own creative twist on what it means to redefine sport for the future.
As a product of this powerful creative process, one-of-a-kind designs emerged, inspired by iconic local landmarks and fantastical interpretations of various sport activities.
These unique designs were then translated in-store in a variety of different formats, ranging from 2D silkscreen apparel prints
and embroidery patches, to larger-than-life installations, hand-painted murals and even a campaign anthem with an accompanying music video featuring local adidas sport creators.
Commissioned art installation coordinated in collaboration with Space Objekt
featured in the store’s Maker Lab section
Commissioned designs coordinated in collaboration with a series of local artists featured in the store’s Maker Lab section
Commissioned artwork coordinated in collaboration with local artist Aeropalmics
featured in the store’s fitting room frames
Commissioned hand-painted mural coordinated in collaboration with local artist duo Ink & Clog
Done during my time at Hustle & Bustle Singapore.
Account Manager: Nina Loh
Project Manager: Nina Loh
Design Support: Ying Hern Pow