Making Space for the Ritual of Sport
Concepting a Three-Part Journey to the Epicenter of Sport
The first part of the experience featured recessed, 180-degree digital “slices” that wrap the ceiling and walls, acting as windows containing impossible views into the world of sport. They also became a canvas for visualizing key match competition through real-time color battles, and a myriad of other visual modalities that defined a 24/7/365 storytelling strategy.
After arriving at the building’s core, visitors encountered a scoreboard-inspired double height digital facade using LED-embedded concrete that interprets the ever-changing aspects of sport - athletes in motion, the pop flashes of fan cameras, the ticking game clock and key statistics.
Lastly, we imagined a bleacher-inspired intervention to punctuate the bold staircase ascending through the atrium. Our design would digitally recreate the way light and shadow cut through the geometries of stadium stairs as fans populate a sports venue and move in unison.
Together, these integrated environmental designs formed a holistic digital experience that transported every visitor directly into the world of sport in an ownable and unforgettable way that stayed true to the adidas brand.