The Marketing Store Adidas Oxford Street

Project Name: The Marketing Store Adidas Oxford Street
Designer: Toby Kalitowski
Client: The Marketing Store
Location: Oxford Street, London

Launch of the new Alphaedge 4D shoe showcased in a central display unit at the Adidas UK flagship store. BK Design Projects created a stunning ‘futuristic’ environment, incorporating elliptical freestanding arches evocative of videogames and digital design labs.

As a fully operational retail environment where all areas of the store were accessible to the public during the day, delivery and installation of the project took place outside retail hours, within two 10 hour windows.

The shoe’s digitally-printed lattice structure is made from liquid resin, so this display was designed to show three shoes slowly emerging from vats of liquid resin.

To form this illusion, the mechanism needed to be compact and well hidden, and as with every point-of-sale installation, the detailing need to be thoughtful and well executed.