This exercise was all abut efficiency an telling more of a story. The brand team came to us with hand paintedand dynamic imagery, and a smaller budget than in previous installs. So we all looked to our prior projects, and we decided to re-use some of the fixtures we had used before. The tables were turned into a series of plinths and display cubes so that we could show a week in the life of Karlie Kloss. Each day was a unique opportunity to show that days work out stuff, but not just the apparel and footwear, but other accessories like headphones, lip balm, sunglasses, and such. this made it feel ore authentic and relatable. the brand language was used to ,maximum affect , by them stylizing each print, and wee took that onto the furniture to connect the dots. Lively, colorful and energetic indeed.
Creative Direction, Michael Castellon for Adidas Brand Design and DCD. Design by Scott Denton-Cardew and Chris Bradley for DCD. Installation and fabrication by Tangram International.