An event of global craze, FIFA plays its charm on football fans all across India. It therefore marks as an important event for adidas - a much sought after sports brand. This FIFA season, the brand pays tribute to the religion called football.
With dynamic window displays, adidas promotes its FIFA campaign - ‘All in or nothing’. To communicate an event of global recognition nay passion, the quality standards of the display made no compromise. Liganova was commissioned to develop and execute the strategic concept for the windows. It was an obvious decision to showcase the World Cup shoes. Bringing alive the FIFA craze in a retail atmosphere was key. To do justice to global design philosophies, dynamic rotating displays were curated. One side of the window showcased the adidas world cup shoe which rotated to reveal a powerful imagery of Lionel Messi and the country coat of arms for Germany, Spain and Argentina.
“We have received enormous and a very positive feedback for the adidas world cup windows. The windows have panels synced to move together and virtually present two different windows within the same space by flipping 180 degrees on a rotating axis. The technology development was a challenge to mechanically sync the windows since the industrial gears for the window were hand-made and customised to achieve a certain rotation speed. The key reason of challenge was certainly unorganized and under developed retail for mechanical and technological element within India,” said Siddhant Sahu, VM Director, Liganova India.
The choice of materials selected for a highconcept window such as this had to be a carefully scrutinised process. Metal pipe sections, perspex and acrylics, high quality digital prints, led lights and other engineering elements like motors, rotating shafts and gears came together to craft a unique display experience. Quality and durability standards saw no compromise to render a premium feel to the onlooker and keep the window intact for a 60 day duration.
The FIFA experience does not end at the threshold of the store with the swanky display. Brand adidas spreads the FIFA kick throughout the store. Instantly noticeable are the swaying flags of the 32 participating nations which hang from the ceiling. The entire store moots a football theme with highlight zones at the entrance showcasing products like shoes, country jerseys as well as the official football ball - “The Brazuca”. The footwalls, changing rooms as well as the cash counters have been treated with customized artworks.
With the football fad sinking in at adidas, fans are bound to raid the stores!
Concept and Execution
Siddhant Sahu, Liganova
VM Head Adidas India