London – Adidas Originals has created a Future House club space to celebrate the launch of its latest sneakers.
The brand transformed a two-storey warehouse in Shoreditch, with art installations, graffiti-style murals and pyrotechnics, giving the space a dark, futuristic, Bladerunner feel.
Adidas Originals created different concepts for each day – under the umbrella of music, art and fashion – such as Past Empowers Future or Under the Radar, with the aim of celebrating London’s creative scene. As well as live music acts, visitors to the Future House could experience and explore art exhibitions, film screenings, drop-in performances as well as workshops designed to empower the next generation of cultural influencers.
The final two days were dedicated to the idea of Your Future Is Not Mine, a concept that underpins Adidas Originals’ wider campaign of the same name, which appeals to teenage consumers’ need for individuality.