Retelling the History of Adidas
The Halftime Gallery
The goal: To design an exhibition located in the foyer of the award-winning “Halftime” multi-purpose building. In so doing, connect the extensive history of adidas with the present – and the future. And to explore the “we” of the sporting world. In other words, find the connection between everyone who believes in the life-changing power of sports.
Our response: To create an adidas family exhibition. A hero's parade. A universal history of the sporting world and the street scene. Presented as a multimedia, rotating Brand History Exhibition with artistic visualizations and exciting narratives.
The challenge: To attract visitors’ attention to this particular spot despite its position in a busy physical crossroads. This, we solved, by dividing the foyer up into content-consumption areas based on how long visitors would be likely to spend there. And naturally by featuring engaging content.
EYE-CANDY : In the Halftime entrance, we expect passersby to have a 5-second attention span – roughly. Content here is therefore easy to consume: Striking photographic collages on large-format artboards using concise graphic design entice visitors. Together with short video clips these tease the exhibition’s theme – even for visitors passing quickly through.
FOCUSED STORY : In the waiting areas, content of up to 15-minutes in length is a good fit. Here, we feature our mini stories. Accompanied by exhibits and signage, visitors are encouraged to dive deeper into results and their contexts. The designed-for-purpose display cases offer flexible positioning of physical objects. Within them the exhibits float almost freely in space and let visitors get an up-close view.
DEEP DIVE : The in-house food bar naturally attracts visitors who stick around for a while. Here, digital content invites them to linger and enables deep-dive content sessions of up to 30 minutes.
It’s the sixth time we’ve restaged our temporary exhibition concept for adidas Halftime – this has covered themes like: 50 years of superstars, 70 years of adidas and the European Football Championship in 2021. The brand experience spectrum ranges from historical exhibits to the staging of new acquisitions and future product launches.
Ultimately, what’s emerged is a dynamic space that connects people and a brand with social relevance. And makes it clear to employees that they’re part of the ever-evolving history and mission of the best sports brand in the world. This is an exhibition self-aware enough to know it’s part of a process but bold enough to be a constant source of inspiration.
