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The main store of “Adidas Originals” in London has grown into a small tennis court as part of the new advertising campaign for the legendary Stan Smith footwear. The creative studio XAG devised the design concept by which part of the store is covered with grass and arranged exactly as a tennis court for new campaign.
In the interior of 100 square meters an artificial grass on the floor was set as well as on the walls and windows, covering part of the chairs and seats in the shop, transforming the space into a giant grass court and symbolically conveying the message that the footwear can be worn in all conditions and on all terrains. The area is covered with graphics and symbols with the logo of Stan Smith and “Adidas” in order to put the focus on the campaign “In every city, for every court”, alluding to the timeless classic design of the footwear suitable for sportier, more relaxed but more classical combinations.
The bare walls in industrial style are covered in white and part of the building installation is visible. There are special shelves covered with grass and the background shows urban and architectural scenes in London, showing that the trainers are part of the urban rhythm of the city.
(Photo Credits: www.studioxag.com)