adidas Mission France
About the brief
Subject: Creating a brand space for adidas
adidas had booked Le Quai by Pont Charles de Gaulle as part of their sponsorship for Euro 2016 and required an immersive brand hub that could entertain visitors whilst serving as a media centre for all their guests and brand advocates.
This called for a new vision of the future of footballing, which can only be owned by adidas
adidas Mission
Mission consisted of a series of modular spaces/units that could be re-used for events beyond 2016. Saying that, the idea was to create a space and an itinerary of events that elevated beyond its physical location and changing its purpose, not only by time, but also as the tournament progressed.
Mission Stages
- Launch Pad – an interactive venue hosting small football tournaments, product demos, new technology and match viewings
- Mission Control – the media hub, with spaces for small meetings, interviews and large scale press conferences
- L’Observatoire – dedicated to the Parisian trendsetter, this is an area to observe and be observed
Conclussion
The coordinated terrorist attacks in Paris on November 15th convinced adidas (and many other brands) to revise the scale of their presence during the tournament. Mission is on hold awaiting the countdown to begin again.