The Olympic Winter Games are the uber-event of the sports world – and in 2018 in South Korea adidas is presenting itself with something special: the adidas Hub. The pavilion in the mountains of Pyeongchang is neither shop nor showroom, but offers a platform to network and relax for invited guests.
D’art Design Gruppe designs and puts up the exclusive meeting point together with its South Korean subsidiary D’art Design Seoul. The long-standing creative partnership with the sportswear manufacturer this time leads to an exceptional brand space: Located in the mountains in direct neighbourhood of the Olympic Village and the sport venues, the look and feel of the adidas hub conveys a German-alpine sense of life.
The designers from Neuss and Seoul combine the rustic charm of an alpine hut with modern materials, furniture and lamps and create an oasis of comfort in midst the Olympic winter. The clever division of the space leaves room for a variety of uses: bar, lounge, workstation and interview zone each form their own area. Guests are being welcomed and said goodbye by the nine meter long slogan "#Here to create" after the adidas campaign of the same name.
Thus, an experience and communication space emerges in the midst of the Olympic Games and emotionally arranges the brand adidas, consistently embedding it in the sportive supra-event.