adidas festival activation
Sole DXB ‘18
Scroll to learn about the time I used four floors to challenge VIP culture at festivals >
I art directed and designed one of Sole’s most impactful spaces in 2018, a four-floor architectural statement made of weather-beaten scaffolding, that took a radical approach to giving back the festival to the public, eschewing VIP culture for inclusion.
a disruptive journey through four floors took people through four wildly different anti-VIP activations, each empowering consumers to co-create a better future with adidas as they leveled up in the experience.
A smash room invited powerful female influencers and creators to destroy the message that had held them back growing up.
Safety gear looked unusually slick with custom adidas kit for brand ambassadors smashing stereotypes.
Instagrammable displays were scattered throughout the experience, eschewing traditional VM for unique artistic assemblages.
Each block was created for an ambassador/influencer, written by them to reflect a stereotype they wanted to smash on behalf of themselves and other women.
Who says you can't play football on the third floor? We had a custom panna cage constructed, featuring live hip hop battles and a Tango league-style tournament, hosted by the legendary Sean Garnier, world champion freestyler. Guests could watch from an opening above the space, creating a connection between the lounge/bar and sport.
A special creators studio allowed buyers to mash up new and vintage / deadstock pieces to create custom gear.
