EUROPE adidas

Clean Classics Retail Launch

Experiential / Retail Experience

CHALLENGE:

To launch a new, fully sustainable edition of their iconic Clean Classics, adidas asked us to create an interactive, engaging and premium dual space on the Basement Originals floor at their adidas LDN flagship store.

The key objective was to communicate the product’s sustainability credentials whilst educating the consumer about the Clean Classics’ rich history, leaving them inspired and encouraged by adidas’s commitment to recycled materials and ending plastic waste.

SOLUTION:

Because to the naked eye the new sustainable Clean Classics looked the same as their predecessors, our installation focused on the revolutionary materials and process behind the shoe.

At the centre, a giant living wall offered a fresh, imminently shareable focal-point, while recycled plastic wall panels and plinths showcased the product and explained more about its sustainable production credentials.

To encourage consumers to get involved, we created seed paper postcards with information on the shoe’s materials, which could be taken away and planted at home. We also set up donation stations for plastic bottles, which would be upcycled into new plastic furniture for future installations in the LDN store.

To ensure the experience was Covid-safe, the content on our touchscreens was gesture-controlled.

We also partnered with ‘crep protect’ to offer an additional gift-with-purchase which helped consumers prolong the life of their shoes, while simultaneously incentivising a return to store.

And finally, to practice what we preached, every supplier for the installation met strict sustainability credentials.

fullwidth

RESULTS:

The installation was well received by the client and consumers alike, who loved the focus on continued sustainability after purchase. The plant wall has inspired future retail installations, while the seed paper postcards were rolled out to a number of other markets.