Influencers are not just an issue in social media marketing. Multipliers or brand ambassadors are also important partners in live communication. Not just as a prominent companion, but above all as a supplier of content and experiences. Brand experiences such as the Adidas pop-up exhibition “Past Empowers Future” in South Korea are a succinct and up-to-date example of this.
The brand exhibition and launch of the new adidas NMD shoes was supported by eight young and locally famous artists. The created installations and works of art formed the centerpiece of the exhibition and were presented in eight separate rooms. A complementary VR experience made the process accessible from the discovery of personal inspiration to the development of tools and works.
In terms of content, the exhibition dealt with the urban environment as a source of inspiration and new technologies as artistic tools and means of expression – tailored to the focused image of the new shoe.
The surrounding and lovingly designed rooms were used to link and present the shoes and brand in terms of design and content with the artists. The narrative finale was a room with a bar and stage, where concerts and performances took place, as well as a viewing platform, from which all areas could be overlooked.
According to the competent agency Urbantainer special emphasis was placed on close cooperation. All development steps of the exhibition were shared with all stakeholders. So it was not least lengthy discussions during the creative process, which would have made it possible to agree on a jointly communicated message of the exhibition.
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