Experiential

Adidas

Running Lab



Generating unique running experiences in real-time by using and deconstructing data sets of city photographs, graphics & typographic elements.

An interactive in-store running installation through the streets of London & Beijing.

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FIELD.IO designed and implemented a dynamic generative system to create an entirely new type of running experience for retail. In store, visitors are invited to step on a treadmill which is connected to the visual display. Body tracking sensors capture direction and speed, whilst adidas in-house system, Run Genie, captures additional measurements.

Whilst running, custom photo datasets, type, graphics and procedural elements are all used to create new visions to the city in real-time.

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The runner’s path leads through famous landmarks, calm and quiet parks with colourful flowers, as well as through the vibrant streets of the lively boroughs. In London, the journey shifts from Hackney, to St. Pauls via Brixton. In Beijing, from the grandeur of the Forbidden City to the street scenes of the Imperial Academy & Wudaoying.

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The custom developed software creates abstracted versions of real world locations and to fill them with life by defining ranges of photographs as textures.

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The generative system is adaptable, scalable and can be fed with photo datasets from different cities & locations.

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To capture the vibrant mood of a run through the city a vast data-set of photographs was created.

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Commissioned by

Adidas

Executive Creative Direction

Marcus Wendt

Producer

Alice Shaughnessy

3D Design

Julien Bauzin

3D Design

Nico Le Dren

3D Design

Margot Hofmans

Documentation

Julien Bauzin

Documentation

Nico Le Dren

Creative Director

Paul Brenner

Producer

Stefanie Greimel

Technical Director

Claus Helfenschneider

3D Design

Louise Silfversparre

Developer

VanTa

Sound Design

Kling Klang Klong

3D Design

Anton Bohlin

3D Design

John Lee Siebert

Documentation

WIN Marketing

About

An agile + responsive lab, striving to forecast societal, environmental + technological shifts. Conceiving, drafting and visualising transformative, speculative visions – A catalyst for sea change.


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