Branding

Adidas

REAL/RAW/FAST Identity System

The new face of adidas flagship stores: A Generative Identity System for Retail Screens – bespoke, dynamic, scalable.

Remixing a huge database of brand content and realtime graphics onto multi-screen clusters, with a powerful, custom-built tool – an infinite stream of ever-changing content.

Field
Field

In a closely collaborative process with adidas Brand Design, FIELD.IO designed and implemented a fully dynamic generative system, bringing to life the store’s motion and identity design conceived by cutting-edge graphic studio DIA.

Campaign photo + video, kinetic type and procedural animations, are all animated and arranged into ever new compositions in real-time – and customised per store area and theme. Localised design elements make each store unique, whilst keeping up a bold and cohesive visual language.

From a plug-and-play rollout to a bespoke flagship version, the Generative System provides solutions for any scale and use case. Designed to scale to any screen formats and arrangements, from pop-up to flagship.

A key selling point of the Generative System is its integration with adidas’ existing content management system Scala: seasonal brand and campaign content is uploaded and scheduled through the familiar CMS channels, whilst the generative motion design takes over the entire store at scheduled intervals.

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Field

Commissioned by

adidas Global Brand Design

Generative Design System by

FIELD.IO

Motion and Identity Design

DIA

Media Asset Production

Stink

Executive Creative Direction

Marcus Wendt

Creative Director

Mike Hughes

Creative Lead

Xander Marritt

Producer

Alice Shaughnessy

Technical Lead

Jonas Otto

Lead Developer

Bruno Imbrizi

Motion Design

Julien Bauzin

Executive Producer

Xavier Boivin

Strategy + Consulting

Vera-Maria Glahn

Creative Lead

Fleur Isbell

Developer

Seph Li

Developer

Riccardo Cambiassi

Developer

Samuel Honigstein

Developer

Safwaan Motara

Documentation

Kosuke

Documentation

Chris DuMont

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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