Adidas All-Star Week Toronto

SET Creative
We created a space that complemented the Aurora Borealis collection.
Challenge

All-Star Weekend, one of the NBA’s biggest events, draws tens of thousands of fans to a new city each year. Part of adidas’ 2016 ASW campaign was the takeover of Champs retail locations around Toronto for the rollout of their ‘Aurora Borealis’ collection. Working with Set Creative, Figure Plant was tasked to create a space that complemented the collection, reflected Toronto’s natural beauty and captured the drama of the Northern Lights.

Solution

Figure Plant reimagined the window displays, as well as a large portion of the stores’ footprints, with large, geometric forms to suggest a modern, minimalist frozen landscape. In order to convey the ethereal qualities of the Northern Lights with static materials, Figure Plant embedded custom-programmed LED lighting and chromatic films inside of large, frosted acrylic, crystalline pedestals.

Results

What could have been a traditionally static window space instead became an engaging, luminous moment for passersby, inviting them into the store. Once inside, the pedestals and sculptural installations complemented and showcased the adidas Aurora Borealis collection, and paid homage to Toronto landscape. Long lines of visitors left with a powerful and artful impression of the adidas brand, and the retailer alike.

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