Adidas NMD Pop-up Shop
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 Angelesand New York City. The activations themselves featured repurposed shippingcontainers which included a camera obscura and retail space, allowing passersbyto experience the optical illusion through a unique photo booth experience.
Consumers received a printed copy of their camera obscuraexperience and were welcomed to engage with the retail portion of the pop-updisplaying exclusive NMD product. In New York, the installation was decoratedwith photography from Dondre Green, a street photographer hailing from theBronx.
Over the course of a week, the New York pop-up located inSoho saw over 1,000 customers pass through, just blocks away from two of thebrand’s flagship storefronts.
Empire, in partnership with Roundhouse Agency, was taskedwith sourcing the location of the pop-up as well as securing all necessarypermitting and providing on-site support to ensure a smooth event from end toend. We are proud to once again work with the Adidas brand and continue to actas a leader in producing global fashion brand events.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
