Adidas x Gucci
Adidas x Gucci collection: Interactive Retail Experience
Scenario
The launch of the new Adidas x Gucci collection, a capsule that brings together two heritages, intertwining codes and symbols as an expression of a shared vision between tradition and current culture.
Challenge
An interactive retail experience that retraces the evolution of the iconic Gazelle Sneakers, enhancing the new co-branded collection through a dynamic and engaging narrative.
Idea
An in-store installation, featured in 18 Gucci boutiques worldwide, that engages audiences and invites them to interact with the brand, leaving a distinctive mark through an immersive and memorable experience.
Sneaker as controller
A gyroscope placed inside the shoe records its position in space, orientation and acceleration, making the sneaker itself become the installation controller. When lifted, the monitor experience is activated. When shook, the monitor experience switches to the next sneaker model.
Phygital retail
A QR code invites users to complete the experience with a visit to the brand’s e-commerce, to discover the new sneakers collection.
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