Adidas

REAL/RAW/FAST Identity System

Year

2022
The new face of Adidas flagship stores: A generative identity system for retail screens – bespoke, dynamic, scalable.
Remixing a huge database of brand content and realtime graphics onto multi-screen clusters, with a powerful, custom-built tool – an infinite stream of ever-changing content.
Field
Field

Generative Visual System

In a closely collaborative process with adidas Brand Design, FIELD.IO designed and implemented a fully dynamic generative system, bringing to life the store’s motion and identity design conceived by cutting-edge graphic studio DIA.

Localised Design

Campaign photo + video, kinetic type and procedural animations, are all animated and arranged into ever new compositions in real-time – and customised per store area and theme. Localised design elements make each store unique, whilst keeping up a bold and cohesive visual language.

Business Solution

From a plug-and-play rollout to a bespoke flagship version, the Generative System provides solutions for any scale and use case. Designed to scale to any screen formats and arrangements, from pop-up to flagship.

A key selling point of the Generative System is its integration with adidas’ existing content management system Scala: seasonal brand and campaign content is uploaded and scheduled through the familiar CMS channels, whilst the generative motion design takes over the entire store at scheduled intervals.
Field
Field

Credits

Executive Creative Direction

  • Marcus Wendt

Creative Director

  • Mike Hughes

Creative Lead

  • Xander Marritt
  • Fleur Isbell

Producer

  • Alice Shaughnessy

Technical Lead

  • Jonas Otto

Lead Developer

  • Bruno Imbrizi

Motion Design

  • Julien Bauzin

Executive Producer

  • Xavier Boivin

Strategy + Consulting

  • Vera-Maria Glahn

Developer

  • Seph Li
  • Riccardo Cambiassi
  • Samuel Honigstein
  • Safwaan Motara

Documentation

  • Kosuke
  • Chris DuMont

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