NFYNYC by Adidas
ALTS by adidas is the third phase in adidas' Web3 roadmap played out on its recently rebranded collect.adidas.com platform and essentially constitutes a hyper-personalized, token-gated Web3 loyalty program where your membership card is you, or rather the alternative you, your ALTer ego, aka your avatar
We were tasked with bringing this phase to life in Adidas’ Flagship store in Times Square, NYC. The creative direction was built off of Adidas’ existing teaser clip for this phase, where avatars come across an old motel, with different doors inside opening into categorized rooms (i.e., running, gaming, basketball, etc) that players can choose to join.
As Art Director, I lead the concept of turning the store into a motel lobby, with these “rooms” scattered throughout all 3 floors of the store. Guests would go on a scavenger hunt, scanning items at each door room, and returning to the lobby for exclusive Adidas merchandise as their prize. All 8 rooms had a different sport focus, and some rooms were not entered at all, but guests could view content through peepholes.
Branded pizza and drinks were served all night alongside eclectic beats, with Vic Mensa appearing at the very end for a surprise performance.
CREATED ALL FLOOR PLANS FOR THE EVENT
CONCEPTUALIZED ROOMS & CREATED MODELS AND RENDERS
