ADIDAS
(PROBABLY) REAL
2022 • Art Basel Miami
Art Direction / Experience Design / Graphic Design
Adidas set out to explore the boundaries of what’s virtual and what’s real. A showcase of the brand’s presence in web3, (Probably) Real welcomed select guests to the adidas metaverse and debuted their first line of wearables, Virtual Gear. An exclusive exhibition in Miami, (Probably) Real invited holders of ‘Into the Metaverse’ NFTs and partner communities like Bored Ape Yacht Club, Pixel Vault, and Admit One. Virtual runways, NFT origin artifacts, and interactive AR tech by DRESSX led invitees into the expanding metaverse of adidas. Guests had the opportunity to try on the collection with an AR mirror. FEWOCiOUS made an appearance with live grafitti, Bacardi kept spirits high with an open bar, and Pusha T surprised guests with a closing performance.
Partners: Bacardi, DRESSX, Bored Ape Yacht Club, Pixel Vault, Admit One
EXPERIENCE DESIGN
(Probably) Real is a part physical, part virtual exhibition that showcases the first line of adidas wearables alongside the wider ITM project. Visitors journeyed through various touchpoints that took them from the physical to the digital realm, and back again. Starting in the main gallery room, guests viewed a runway show of the wearables collection, featuring the ITM avatars of the wider campaign. The second room, Indigo’s Lab, featured museum-style vitrines that showcased the utility and creation of the wearables. Guests learned more about Indigo Hertz and the backstory of ITM. A BTS short film accompanied by an ASMR soundtrack showcased the utility and production of the wearables. The mezzanine housed an interactive AR experience with partner, DressX -- allowing guests to try the wearables for themselves and create content as a digital takeaway. Pusha T surprised guests with an impromptu performance in the Gallery space and drinks were provided in the lounge by Bacardi.
