In pictures: Adidas giant shoebox lands in London


Agency innovate7 has been tasked by sportswear brand Adidas to celebrate the return of its Stan Smith tennis trainer with a pop-up shop in Spitalfields, London.

Running from 16-19 January, the temporary outlet at Elys Yard by the Old Truman Brewery has been built in the form of a giant Adidas Stan Smith shoebox measuring 13.5 metres by 7.5 metres. It features exclusive and limited edition products as well as interactive experiences.

Inside the pop-up, a custom built wall of 120 Stan Smith shoes has been incorporated into the space. Technology features include an interactive floor in a darkened room, which lets customers control a 3D-effect digital graphic as they walk through the entrance of the shoebox.

A digital ‘Stan Yourself’ station will allow visitors to use a specially developed mobile phone app and take a photo of themselves on it. It then creates a portrait similar to that of Stan Smith featured on the Adidas shoe, which pop-up guests will receive in the form of stickers.

Using 3D Systems technology, customers can view an installation of 12 ‘cube’ printers operating live in the store, as well as having their own personalised lace locks made using the 3D printers.

The installation launched on Tuesday night (15 January) with a line-up of celebrity and VIP guests attending the event including Idris Elba, Conor Maynard, Dynamo, Wretch 32, Rudimental, Ashley Walters and Maverick Sabre.

The outlet will also be offering visitors the chance to buy one of 200 pairs of Stan Smith shoes, which come in a limited edition shoebox lined with artificial grass turf.

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