The goal: To design an exhibition located in the foyer of the award-winning “Halftime” multi-purpose building. In so doing, connect the extensive history of adidas with the present – and the future. And to explore the “we” of the sporting world. In other words, find the connection between everyone who believes in the life-changing power of sports.
Our response: To create an adidas family exhibition. A hero's parade. A universal history of the sporting world and the street scene. Presented as a multimedia, rotating Brand History Exhibition with artistic visualizations and exciting narratives.
The challenge: To attract visitors’ attention to this particular spot despite its position in a busy physical crossroads. This, we solved, by dividing the foyer up into content-consumption areas based on how long visitors would be likely to spend there. And naturally by featuring engaging content.