002
Adidas Redress
–
experiential event & marketing concept
Brief
–
How do Adidas address the problem of fast fashion, targeting all age groups to act to help combat the expanding landfills around the world?
Concept
-
Adidas and The Arts Council take control of fast fashion to slow it down and teach others how to do the same. Looking to redress the balance in fashion, Adidas, their collaborators and up and coming designers and artists will rework and style pieces of fast fashion usually destined for landfills. The work aims to demonstrate that with a few simple skills, anyone can reuse, rework and customise items through a series of exhibitions and workshops across the UK.
Branding
–
Adidas’ iconic trefoil logo is adapted to include a stitch pattern around the top half and the word Redress in place of the Adidas name. The ubiquitous logo form makes it instantly recognisable when displayed in public settings.
White Smoke
HEX #F2F4F3
RGB 242 / 244 / 243
CMYK 4 / 2 / 3 / 0
Mint
HEX #3BB990
RGB 59 / 185 / 144
CMYK 71 / 0 / 58 / 0
Amaranth Pink
HEX #ED96B0
RGB 237 / 150 / 176
CMYK 2 / 51 / 10 / 0
Royal Purple
HEX #6A4D9F
RGB 106 / 77 / 159
CMYK 70 / 82 / 0 / 0
Eerie Black
HEX #1D1C1A
RGB 29 / 28 / 26
CMYK 71 / 66 / 67 / 77
Marketing Posters
–
The eye-catching poster series can be used individually or in sequence. Information is kept to a minimum for maximum impact and to attract the eye. The goal was to make them exciting and colourful, showing the limitless possibilities through creativity instead of images normally associated with waste such as landfills.
Meet The Maker
-
Meet The Maker would be a series of short social media videos. Adidas would interview each collaborator, focusing on their design process, behind-the-scenes footage, their journey, and why they chose to participate.
The footage will have a vintage home video aesthetic giving a more natural and intimate feel to the overall package. This will be spliced with first hand interviews, archival and behind the scenes footage. Multiple pieces of footage and different angles will be used to give a multi-screen feel at certain points.
Exhibition Space
–
The opening exhibition will be held at Magazine, in Greenwich, London.
The floorplan uses Magazine’s fully configurable ‘black box’ of Space 2.
Guests will enter through the large entrance into a video-mapped area depicting the amount of water required to produce one fast fashion t-shirt (2900 litres). Moving on, they will see a scale representation of the number of clothes discarded into landfills every second.
In the main area, visitors will be greeted by a huge wave made of fast fashion clothing suspended from the ceiling. On the walls will be commissioned pieces of artwork created using clothing as a canvas. These will be displayed in frames made from discarded televisions. The centre of the hall will be dedicated to Adidas’ redressed fast fashion pieces and its curated designers. Each mannequin will be made from recycled plastic supplied by Sempere.
Exhibition Workshop
–
The workshop is a pre-booked activity that allows visitors to bring an item of fast fashion and customise it using the tools provided with assistance from onsite experts. It has a planning area, sewing machines, pattern cutting capabilities, heat presses, screen printing with pre-made screens, and a finishing area.
Virtual Dressing Room
–
Guests can virtually try on some of the exhibited designs and have the images sent to their phones.
The design is an elongated photo booth with a vintage 1970s exterior that uses the exhibition’s primary colour palette. Inside, guests use the screen to select the design they want to ‘try on’ and then stand in front of the black backdrop while the volumetric capture software shapes the piece around them. Outside, they can use another screen to enter their information and send the image.
Workshop Walls
–
Walls will be adorned with a cutting matts-inspired pattern, as well as cut-out shapes with hangers holding tools, pre-cut pattern parts, trays, thread, and other supplies for booked guests to use.
Furniture
–
Custom made pieces of furniture will be placed around the exhibition allowing for photo opportunities, seating for videos and the workshop meeting area. The materials will be a mix of Adidas’ recycled plastic soles and cushioning made from a durable velvet-like material.
↑ Workshop Walls
↑ Bench