A company that has regularly featured at SATORI & SCOUT is that of Adidas, a company that ought to be considered for much more than just it's sneaker designs. With Nike and Adidas very much at the top of their game - pun intended - both companies regularly use experimental installations to illustrate the diversity, flexibility and awesomeness of their wares. Bringing together various experiences under one roof, Korea-based Urbantainer have created the SNKR exhibition for Adidas Originals. Thinking back to the 1990s when the launch of Adidas' EQT: Equipment set the path of the brand€™s future, their then slogan captured their future essence nicely: 'everything that is essential. Nothing that is not.' In line with the official EQT launch in Korea, this new exhibition celebrates EQT's introduction and communicates its philosophy of delivering sensually stimulating creative works and media installations.
Across many spaces such as a media room, archive tower, 'past and present' photo exhibition, sequence room, culture experience room, and a pop-up store, Adidas's branding is everywhere to be seen and enjoyed. With various typographic displays, visual contents and video projections on offer in the first room, to all it's 90's EQT product catalogues, TV commercials and era-contextual products in the second, the exhibition's embodiment of all things Adidas is really quite fascinating. Exploring the evolution of any brand is well worth an understanding, but that of such a global behemoth as Adidas is truly inspiring.
Complete with all the neon lights that you'd ever desire, enjoy the sensory installations and remember, Adidas is about much more than just sneakers. Discover more about the exhibition online at: Urbantainer.com
Photography credit : Urbantainer