Adi­das

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.

VM&RD - - CONTENTS - Mansi Lavsi

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

Deepak Chakravarty

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