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EMOTIONAL BOOK Follow the beat, discover the unknown, be the interation.
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TITLE OF THE PROJECT: Follow the beat. Discover the unknow. Be the interaction Academic Year: 2015/16 Students: Eni Jekic _ Marama Lazaar _ Beatrice Pacini Professors: Elisabetta Grassi _ Federico Freddi Florenzo Capogrosso Coordinator: Cecilia Chiarantini
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Index 9
ABOUT ADIDAS
11 ANALYSIS 25 CONCEPT 29 THE FACTORY 49 THE LABORATORY
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“The brands of the adidas Group complement each other in a unique way to help athletes perform better, play better, feel better. Our products break records, set trends, make history. Every day. All over the world. Welcome to the adidas Group. It is not only about faster shoes and fashion statements. Just as a shoe is more than padding and foam, there is more to us than just the product. Everything we do is bound by one simple thought: we strive to help you perform at your best. Your success is our ambition. Your defeat spurs us on to be better. Our brands complement each other like the skills of an exceptionally gifted decathlete. Our consumers’ brand love is based on our employees’ extraordinary passion for a sporting lifestyle. With dedication, commitment and team spirit, we continuously innovate to establish new benchmarks in everything we do. Shaping the sporting goods industry sustainably is more than a job. It’s our impulse, an attitude that is truly dear to our hearts. It drives us.”
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ANALYSIS
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COMPETITORS STRATEGIES • • • •
Focus on the customers relationship and their demands. Sponsoring sports events like Olympics or FIFA. Creating large campaigns associated with sport stars. The biggest threat of Nike is competitors developing alternative brands to take away Nike’s market share.
NIKE’S EVENTS • Nike “Game on, World” Pop-up Store: Launched during the Olympics 2012 by Nike Singapore to inspire everyday athletes worldwide social platform where athletes challenge each other, and also show Nike’s latest innovations. • Nike Fuelband: Tangram collaborated with Nike Brand Design on the Digital Sport Global retail launch of Nike Fuelband. The displays featured massive LED video walls, with cowd activated interactive components and a twitter stream known as FuelStream. It shows the interaction of technology with architecture. • Nike FuelStation: An interactive store in London’s pop-up Boxpark mall uses motion-sensitive mirrors which display footage of local runners wearing products from the store as customers walks past them. It also uses interactive touch screens to allow customers to access further information about products, and order online.
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STRATEGIES
STRATEGIES
Blending sports with fashion. Campaigns targeted at different segments. Increase customers loyalty in order to penetrate new market segments. By using various social media outlets, Reebok boosts promotion and attracts new markets in order to gain a wider customer base. • Build a long-term relationship with its customers by keeping a truth worthy image and tries to by being available on several network possibilities. • Its profile is developing on popular social media by adding mobile services, developing mobile apps and also creating Google Adwords campaign by setting up keywords.
• It is committed to contributing to the world by supporting creativity, sustainability and peace. • Strong focus on providing and eliciting joy from everyone. • Online selling facilities for Asian Countries. • Sponsoring many national football teams and creates clothes for several professional teams (supplies equipments to four National Rugby League Teams).
REEBOK’S EVENTS
• Puma’s events takes the form of seminars and are focused on enviroment’s problems and how the brand can attract people’s attention on it. • Vienna’s Seminar 2013: Development of a vision for sustainable regionalurban mobility. • Puma Spinstar: Latest concept of Puma is a touring program that finds participants who can last the longest in a spin class, with Puma as the backdrop. Participants are offered a free pair of Puma sneakers and workout gear once they pass 2 hours.
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• Reebok invests on severl events, especially the ones related to fitness. • REEBOK FITNESS CAMP 2015: This event took place on June 7th, 2015 in order to bring out people together and has one goal, which is to boost people and test their limits in fitness.gear once they pass 2 hours.
PUMA’S EVENTS
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BAD MERCHANDISING FOOT LOCKER, MILAN
REPAIR SERVICE
HELPING DESK
GOOD MERCHANDISING
EDUCATIONAL LESSONS
APPLE STORE, FLORENCE
CLOTHES WINDOW
DESK REGULAR PRODUCTS
ACCESSORIES NEW PRODUCTS
ACESSORIES
Analyse of the visual merchandising and the distribution that was made inside of Foot Locker store in Milan, Italy. The store englobes several famous brands. A high number of products are highlighted and presented on several shelves, making the vision unclear which leads to a confusion. The exhibition of the foot wear is not well organised making us rethink the position of the store and considering it as a good example to show the bad merchandising and try to not make the same mistakes.
ACCESSORIES
SHOES
ENTRANCE
As an exemple of a well designed store we choose to analyse the Apple store located in Florence, Italy. Dividing the store in four main areas, a clear vision and an easy path were made. We have at first the entrance, where stuff is available to guide you in the store. An exhibition part where several products and accessories are available. We have then the educational area, where customers can receive technical advices. As last part, we find the helping desk where customers can receive set up services, repair their products, make appointments and also collect informations about the new products available on the market.
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THE ADVENTURER
THE CREATIVE
THE TECH ADDICTED
THE NATURALIST
THE PERFORMER
TARGET
indipencence experience challange adventure travel
maker inventor producer builder originality imagination
technology innovation digital bold futuristic change
environmental eco friendly conservation healthy organic
motivation perfromance aspiration improvement goal-oriented
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LATA 65 (Portugal) Connecting generation gap and street art. CITY OF THE FUTURE is a city where all the futuristic technologies take an important place in our lifestyle. A fusion between reality and fiction takes us towards a new vision of the world.
MUSIC is the creativity in the performing arts and the ability to transcend traditional ideas, patterns and create new meaningfull methods.
YOUR FUTURE IS NOT MINE Walking forward towards the unknown to create your future.
INSPIRATIONS
TPO GROUP (Italy) Every show is transformed into a sensitive environment where the border between art and technology can be experienced.
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Sport Challenge Roughness Motivation
Beats Creativity Hand Made Experiences
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CONCEPT
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MUSIC
CRAFTING
INTERACTION SPORT CULTURE
NEW ADVENTURES
PERSONALISATION INTERACTIVE RETAIL
NEW SHOPPING EXPERIENCE
CHALLENGES
INSPIRE PEOPLE WITH SPORT
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Let the music inspire your style
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Music have a huge impact on our lives. People live, talk and breath music. It is a crucial element of everyday life. We listen to it at home, at the gym, we hear it at shopping malls, restaurants, it accompanies the TV shows, commercials and even movies that we watch.
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MAKE A PATTERN FROM YOUR BEATS
Let the beats of the heart and the rhythm of the music inspire your style. We use music to show our artistic talent by the process and the action of bringing our own product into existence. We will be led by the music towards the visualisation of our ideal artistic thoughts. A pattern will be created from the rhythm of the song, its hardness and the way the beat drops. Notes will define the colours, rhythm will create forms, and the hardness of the pattern created changes dependably on the dynamics of the sound.
YOU CAN MIX A LOT OF VARATIONS
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FUKSAS CHURCH The suspention of volume within another. Seeing through concrete heaven, from outside, to inside, to outside.
Floating structure inspired by Fuksas
STRUCTURE INSPIRATIONS
Padel structure
The frame holding the structure Bases
PADEL CAMP The padel’s structure is conceived with glass installed
as the glass is floating and tempered. It gives a clear and a vast vision on the inside court.
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FLOATING CANVAS
OSB panels
Paint concrete effect
Adidas Factory is a pop-up retail inspired by contemporary urban street style. The Adidas Factory is made of two structures, one inside of another, making the inside structure in a way that gives you the vision of flotation. The idea is to invite street artists to collaborate, creating this art show outside of the Adidas Factory and using the inside structure as a floating canvas, that can be repainted over once creating a clean new art board.
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FLOOR PLAN Adidas Factory is a pop-up retail allowing the company to create a new environment, where customers are free to perform their creativity and express their love for music. It is conceived to interact and to mainly let the sound and the beats lead you to the way of a musical creative personalisation. Adidas Factory represents a new concept, with three elements consisting the inside:
1. MUSIC STATION 2. MUSIC PLAYAIR 3. INTERACTIVE WALL
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MUSIC STATION
Digital screen
Projector
MUSIC PLAYAIR
Headphones
Music Station, is mainly about letting the music inspire your style, and be inspired by it. Standing music panels are available, munched with digital screen, headphones and an upper recessed projector. The process towards the creation of the patterns is divided into three easy steps. It is about choosing your favourite hit from the digital music player. Then a specific pattern will be created and projected on the Adidas shoes dependably on the rhythm of the song, its hardness and the way the beat drops. If the customer is satisfied, he will have the choice to print the pattern made with the music on the Adidas shoes, and deliver it home.
Headphones
Projector
Digital instrument
The Playair is the part that connects the creativity with the musical talent. Customers have at their disposal digital instruments where they are able to show their love for music by playing it. A standing table is equipped with headphones, three recessed projectors that are targeted on the tAdidas shoes and three digital screens that will be used as musical instruments. These digital instruments can also be the ones guiding you to play. While playing, a sound will be created, notes will be heard and the rhythm will follow. These different elements will consist the pattern that will appear on the Adidas shoes.
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HOME DELIVERY After going through the different elements of the Factory, personalising the Adidas shoes, the customers can choose to deliver the final personalised product home. The process is easy, as you can save the pattern made on the digital tablet, insert all the personal informations with the residency address and the request will be sent to Adidas. The pattern will be printed, pasted and once the customised product is ready, it will be delivered to the customer.
CUSTOMIZE THE ADIDAS SHOES
SEND IT TO THE PRODUCTION TEAM
RECEIVE YOUR CRAFTED SHOES HOME
INTERACTIVE WALL
SHOES CONTEST A contest is organised in the Adidas Factory, comparing the best personalised shoes to expose in the part of the Interactive Wall. As all Adidas customers are considered as creators, they will be evaluated on their creativity and offered the chance to be part of the brand’s history.
The Interactive Wall is presented as the exhibition of the personalised shoes, interacting with the customers but also with the music. This wall is mainly present to inspire people and show off the shoes voted as the best ones customised. Personalised products are available for the customers to buy, if they don’t want to create their own in the Music Station or the Playair. It is composed with pistons, making the interactive wall move with the beats of the music, following the rhythm.
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EVENTS IDEAS
URBAN EVENTS
FESTIVALS
DJ SETS
ARTISTS
The idea is to have a deportable Adidas Factory that can also be inserted into different kind of occasions, but also embrace and create its own event. It can vary from:
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Factory as a Cavern of Art to combine Street Art, Music and Sport Activities Adidas Sponsor Events Dj Sets Graffiti Artists Live Painting Live Customization on the Shoes
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CONNECTION BETWEEN STORE AND THE FACTORY
Kinect Sensors Pedestrian movement Generated Pattern A connection between the store and the Adidas Factory is made, promoting the pop-up retail. An interactive window is installed, interacting with people and moving with the beats of the sound and the rhythm of the music. The location of the Factory will appear on the store’s window, inviting customers to be part of the creation.
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Create interaction with the beats of your heart
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We live in a world taken by the technology. We want to outgrow the boundaries of communication, by taking it to a new level. Adidas can be the one changing the technological use by creating a new way of seeing it. With sport we create, we connect and we travel the world, through Adidas.
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CONNECT THE WORLD WITH SPORT
The idea is to have Adidas Laboratory located in different cities and countries, and having each part connected with an interactive screen. Adidas is offering its customers the opportunity to be training with people from different nationalities, New Yorkers with Parisians, Londoners with Florentines, or the other way around. It is about creating this meaningful exchange between persons using sport.
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MODULAR INTERACTIVE FLOOR The Adidas Laboratory is created from a modular floor. It is conceived in a way that can be easily denotable as the location can vary from outdoor to indoor. The floor’s dimension can be simply reduced as it is designed by pieces and the size of the its length can be modified dependably on the space it is located in.
COLOURS - PATTERN For Adidas, we are all considered as creators. Adidas Laboratory is inviting people to exercise and by making movements, colours will start to be created, following the person's steps and appearing on the floor. The intensity of the colours changes dependably of the efforts made by the person. The more people make effort the more the colours become saturated.
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oratory: new fotball shoes ++ football player on the INSOLE CUSTOMISATION
As it is noted, the persons practicing sports are the ones consuming the insole by making an important physical effort. Adidas is offering them a chance to create and personalise their own part of the inner shoe by making a stop at the Adidas Laboratory where a scanner is available to glancer over the feet to analyse its state, showing you the ideal shoes the are made for you by lighting up products from the exhibitors boxes. A digital screen is available, showing off colours and different patterns for the insole customisation.
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PROMOTION Mercury pack Play with Messi The idea is to organise events in the Adidas Laboratory, to promote different kind of sports. Football events can be organised, inviting famous football players to train as we use the exhibition part to promote the new collection designed for soccer. It is a way to boost the campaign of Adidas Laboratory but also promote the teams and the event that the brand is sponsoring.
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PROMOTION Dancing classes With Beyonce Adidas Laboratory is a place to connect, to play and to discover. Dancing classes are offered and can be hosted by celebrities. As we want to collaborate in order to create, we thought about inviting artists to show the people new moves. Beyonce is an example of a possible collaboration as the Queen B is considered as an inspirational dancing source.
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SUMMARY The Adidas Factory and the Adidas laboratory show the importance of the customer and how far Adidas is ready to deliver for it. Providing fun activities, interactive and creative experience and eliminate all kind of boundaries. The Factory part is mainly made to highlight the importance of having a product (shoes) made from you, for you. It shows the links Adidas has with its customers. You will feel the strong connection between you and the brand. We want to push the customer to create, innovate and of course to enjoy the experience. With the Laboratory project, we focused mainly on having no more boundaries, on expending the connection between people, make them interact and live new adventures with the brand and with each others.
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