Adidas NMD Pop-up Shop

July 2017. New York City, Houston Street

To welcome in the next generation of the NMD shoe line, Adidas sought out to create a bi-coastal pop-up experience in both Los Angeles and New York City. The activations themselves featured repurposed shipping containers which included a camera obscura and retail space, allowing passersby to experience the optical illusion through a unique photo booth experience.

Consumers received a printed copy of their camera obscura experience and were welcomed to engage with the retail portion of the pop-up displaying exclusive NMD product. In New York, the installation was decorated with photography from Dondre Green, a street photographer hailing from the Bronx.

Over the course of a week, the New York pop-up located in Soho saw over 1,000 customers pass through, just blocks away from two of the brand’s flagship storefronts.

Empire, in partnership with Roundhouse Agency, was tasked with sourcing the location of the pop-up as well as securing all necessary permitting and providing on-site support to ensure a smooth event from end to end. We are proud to once again work with the Adidas brand and continue to act as a leader in producing global fashion brand events.

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