Bread & Butter Berlin 2013 Summer – adidas booth by Mynt

September 10th, 2013 by retail design blog

Brief: Create a concept for the adidas Originals booth to explain the basic idea behind:
• What the booth’s architecture is about.
• How is the product merchandised?
• How does the booth reflect the adidas Originals brand direction?
• How are the key stories displayed?

Solution: Original. It’s in the brand’s name. Now we must deliver it at Bread & Butter. The opportunity exists to evolve brand statements to a unique mix of shape, form and materials that inspire and intrigue. The design of the exhibition booth takes influence from the product detailing and is, of course, ‘original’.

Exterior direction and influences: We designed a 520 sq m shoebox, constructing the 6m high walls with a technical white mesh fabric allowing light through, offering views of the interior and movement on the exhibition stand. Wrapping the entrance with the iconic 3 giant-scale zigzag stripes brought the brand experience to life immediately, whilst the trefoil illuminated the main exterior wall and became a focal point within the exhibition hall.

Interior direction and influences: We created an ordered but flexible merchandising framework using layered, simple steel sections for hanging, graphic messages & product highlights.
Contrast is introduced through authentic pieces – furniture was re-configured & re-imagined into new original formats. Simple white painted walls create the backdrop for gloss white frames & original timber textures, from which the brand’s hero collections were presented. The whole interior becomes a tactile experience, allowing the visitors to navigate to each product category with ease.

Client Quote: This is awesome.

Designed by Mynt

Image 1-13 courtesy of Mynt
Image 14-13 courtesy of Retail Design Blog
Photographer: Zsolt Istvan Posta

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