The perfect recipe for a great launch
Adidas World Cup ‘22
While everyone was still talking about it, we went for it
To mark the launch of a new line of products, we created the first fully virtual sell-in event for Adidas. Visitors experienced a 20-minute show, fully immersed in VR. They were greeted by the CEOs, got a closer look at the latest product range, and entered the arena with a 360 video show. Finally, they reached the peak of the performance and the official WM match ball was revealed.
The main hall.
Creating a stadium atmosphere through moving architecture
The show took place in a 60-meter-high semi-open space, solely designed to accommodate the event. The reminiscence of a stadium atmosphere played with the concept of moving architecture. The entire building opened and closed its shades, depending on the dramaturgy of the show, while a tribune moved in concert with the happening.
Keeping the secret in the best way
Since all the products in a sell-in event are secret until several months later, VR was a key technology here for the creation of the project. The visitors could experience a one-of-a-kind show, while not a single image of the latest products could be leaked or be shared without permission.