IN COLLABORATION WITH MATTE AND RESN, OUR TEAM ENGINEERED AN IMMERSIVE PROJECTION SHOW THAT LAUNCHED THE WORLD’S FIRST FULLY RECYCLABLE SHOE: ADIDAS’ FUTURECRAFT] LOOP. THE EVENT WAS CONSTRUCTED IN THE BROOKLYN NAVY YARD’S DUGGAL GREENHOUSE AND HOSTED 200 ATHLETES AND CREATORS AS ADIDAS EXECUTIVE ERIC LIEDKTE TOOK CENTER STAGE.
Enter the projection tunnel where waste falls from ceiling to floor and voices echo from all directions. As you enter the light sculpture at the end of the tunnel, the space opens up into three concentric projection circles, mapped with content that represents the shift to a cradle-to-cradle economy. The cathedral-esque space invites participants to dream of a world beyond waste. Runners circle the projection surfaces and light plays across the translucent screen, creating the effect of real-time overlays and alphas. The 45-minute product launch included an appearance by Willow Smith in a dynamic combination of projection, cinema and spatial design.