Steven case study report

CASE STUDY DESIGN REPORT ADIDAS CLIMACHILL INNOVATION LAB STEVEN CHAO

INDEX

3

Target Product & Concept

7

Design process

14 Beijing Brand Centre Design 33 Shanghai Brand Centre Design CASE STUDY DESIGN REPORT

37 Shanghai Republic of Sport (EVENT) Design

ADIDAS CLIMACHILL INNOVATION LAB

41 Appendix

CASE STUDY DESIGN REPORT ADIDAS CLIMACHILL INNOVATION LAB

Target Product & Concept

ADIDAS CLIMACHILL INNOVATION LAB

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ABOUT THE HERO PRODUCT- CLIMACHILL

Adidas Climachill, a revolution in active cooling apparel technology.

At the intersection of science and passion, Climachill is designed to raise performance levels by lowering body temperatures to their optimum levels.

Three key features 3D aluminium cooling spheres are strategically located on the back, neck and forearms to correspond with the warmest area of the body and cool skin down upon contact SubZero yarn allows it to cover more surface area on your skin, enabling it to transfer more heat away from your body Titanium in the threads gives a cooling sensation to the skin upon contact

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OBJECTIVE

Innovation lab excites and inspires trial of Climachill through a compelling, immersive and fun energy experience Celebrates adidas as the most future thinking and innovative brand and Climachill as an one of the energy innovation product in the trainning industry.

Increase In-store conversion rate of Climachill and other key items.

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DESIGN CONCEPT Compare with the other Adidas’s products, Climachill focus more on how to help the professionals to resist from the heat when they are doing sport. The technology provides and instant cooling sensation so the athletes can train harder, run longer, retain focus and reach the highest level.

The mission is to further communicate with consumer by the features of these 3 major products and increase the season sale.

As the reference, we use cool blue as the vision element for design back to 2014.

Despite the biggest characteristic is to make the back of the clothes with the sliverdot; in sensory level, unless the user wear this product when doing sport or they won’t able to experience the feature of this new technology. In view of how to promote the feature of the series effectively, we created “Climachill Innovation Lab”, where is a lab-like consumer journey to magnify the technology of search method to link up the consumer, to get their first impression and interest in short period.

The initial design is to arrange this experimental activity in outdoor, appearance design and internal interaction. (appendix)

The previous in-store decoration in 2014

CASE STUDY DESIGN REPORT ADIDAS CLIMACHILL INNOVATION LAB

Design process

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LOCATION & SCHEDULE Beijing SLT BC

Shanghai BC

Shanghai Republic of Sports (EVENT)

The whole innovation lab experience is divided into three periods and places in 2016 ： 13.5.2016-14.6.2016

Beijing Sanlitung Brand Centre

6.6.2016-7.15.2016

Shanghai Brand Centre

23.7.2016-22.8.2016

Shanghai Republic of Sports

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CONSUMERS JOURNEY MAP

INNOVATION EXPERIENCE

DRIVE TO TRIAL

Discovery the features

GWP

Show the ice-cream as promotion on the street to attract peoples‘ eyes.

Display session

LOGO Ice-cream

BUY

In

INSIDE STORE

Polar fibers tower TVC display area

Main display Invite consumers to trial

Coupons for Climachill discount

Leave

Inviting friends from the Internet to store

Feature projector display SKU display

OUTSIDE STORE

Social media promo the campaign and drive traffic to store

Window display Prominent message on window display

Cooling aluminum spheres interaction

Upload the picture to share

Trained staff to educate consumers how to interactive with the game.

SOCIAL PLATFORM

CRM

Gain a chance to win the gift, simply provide your name/number on the official Wechat site.

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CONSUMERS JOURNEY (BEIJING AS REFERENCE) 1.Attractive Catch consumer’s eye by shop-window and display wall with cooling aluminum spheres device to enhance

4 1

Mapping

2.Entrance Welcome the guests with the lab gate that full of lights and special form styles 3.Touch and curiosity Centered with a cylindrical device not only to make smoother flow of visitors but also amplify the fabric. Use a timing mechanism to twist the fabric and emit dry ice, which can simulate the cooling performance.

4.Story telling-Projector mapping In the right hand side, set a projected model in the entrance so the customers are able to see the actual clothes by animation, by that also to introduce the customer with three major points of the cooling aluminum spheres technology. Clothes tells its story.

5 Main display tower Aluminum spheres interaction

2 6 The gate TVC

3 7 Main hall SKU Product display

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CONSUMERS JOURNEY (BEIJING AS REFERENCE) 5.Interaction game The TV wall guild the consumer participate the message of cooling aluminum spheres. Amplified cooling aluminum spheres device is actually made of cooling metal. A hidden thermographic camera is placed behind the cooling aluminum spheres device and automatically take a photo when the visitor hit the light of cooling aluminum spheres in order and finish by hitting last two light simultaneously. The result will be displayed instantly besides showing the hottest area of the person and visualizing the cooling effects if were wearing the cooling aluminum spheres clothes. In the end, the visitor can share their own picture to social platform (Wechat) with QR code.

6.TVC video display 7.Display area Besides displaying the season items and touching the real fabric, the consumer can also be tempted to buy the product.

4 1

Mapping

5 Main display tower Aluminum spheres interaction

2 6 The gate TVC

3 7 Main hall SKU Product display

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MATERIAL REFERENCE

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PRODUCTION

ADIDAS CLIMACHILL INNOVATION LAB [Beijing and Shanghai]

CASE STUDY DESIGN REPORT ADIDAS CLIMACHILL INNOVATION LAB

Beijing Brand Centre Design

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FLOOR PLAN-BEIJING BRAND CENTRE

Store pictures

Store floor plan

Place for the Lab

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FLOOR PLAN

Innovation lab

Indoor product display

Windows display

Consumers visit journey path Entrance The way to the main store

Entrance

Entrance

Entrance

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FLOOR PLAN

Windows display

Innovation lab Entrance

Consumers visit journey path

The way to the main store

Entrance

Entrance

Indoor product display

Entrance

5

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FLOOR PLAN

6

TVC display area

7

3

4

Cooling aluminum spheres interaction Feature projector display

Polar fibers tower

2

Main gate

1 SKU display

Main display

Window display

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WINDOW DISPLAY

Cooling aluminum spheres decoration

Half body mannequin

Mesh plate

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MAIN DISPLAY AND MAIN GATE

•

Inspired by climachill film, hanging aluminum spheres are in a spiral form and attached to the back of t-shirt.

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MAIN DISPLAY AND MAIN GATE

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MAIN DISPLAY AND MAIN GATE

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POLAR FIBERS TOWER DISPLAY l

l l

A display that highlights polar fiber's highly breathable of climachill technology Elastic fibers were twisted routine Using fan,CO2,light to make a tornado to demonstrate the highly breathable

Reference Electric fan

Elastic fibers （with LED）

Frozen CO2 & lighting

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POLAR FIBERS TOWER DISPLAY

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INTERACTION AREA Cooling aluminums spheres bottom

Thermal imaging

Feature projector display mapping

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INTERACTION AREA Projector

Reference

Mapping key feature on T-shirt

• Half body mannequin spinning automatically

• • • •

Half body mannequin spinning automatically and slow Mapping features on T-shirt Projecting different features of climachill's video on half body mannequin Cooling aluminum spheres technology demonstrate when it turn to reverse side Polar fibers technology demonstrate when it turn to front side

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INTERACTION AREA

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INTERACTION AREA

l l l

Consumer‘s reverse side thermal imaging be showed on the screen The screen shows a video after the thermal imaging The video explaining why are the cooling aluminum spheres setting on the reverse side by analyzing temperature of different parts of body and showing the cooling effect of the aluminum spheres bring

Cooling aluminum spheres bottom

Thermal imaging

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INTERACTION AREA

Cooling aluminum spheres interaction flow

STEP 1

STEP 2

STEP 3

STEP 4

Press the different lighting cooling aluminum spheres bottom immediately

Set two cooling aluminum spheres bottom as a power switch, after consumer press to bottom together the screen started playing

Consumer‘s reverse side thermal imaging be showed on the screen

Showing consumer‘s hands thermal imaging hands touching the aluminum spheres . Also show the consumer‘s reverse side thermal imaging and highlight the high temperature of the back

STEP 5

Upload the picture to share

• Consumer‘s reverse side thermal imaging be showed on the screen • The screen shows a video after the thermal imaging • The video explaining why are the cooling aluminum spheres setting on the reverse side by analyzing temperature of different parts of body and showing the cooling effect of the aluminum spheres bring

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INTERACTION AREA

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TVC AND PRODUCTS DISPLAY AREA

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TVC AND PRODUCTS DISPLAY AREA

CASE STUDY DESIGN REPORT ADIDAS CLIMACHILL INNOVATION LAB

Shanghai Brand Centre Design

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FLOOR PLAN-SHANGHAI BRAND CENTRE Place for the Lab

Store pictures

Store floor plan

ADIDAS CLIMACHILL INNOVATION LAB

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DESIGN OVERVIEW Feature projector display

•

Cooling aluminum spheres interaction

The setting is a smaller version of Beijing but with the same content in store.

TVC display area

Polar fibers tower

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DESIGN OVERVIEW

CASE STUDY DESIGN REPORT

Shanghai Republic of Sport (EVENT) Design

ADIDAS CLIMACHILL INNOVATION LAB

Coming soon on 22 July

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FLOOR PLAN

Place for the Lab W12xD5m

Event pictures (reference)

ROS floor plan

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DESIGN OVERVIEW TVC display and display area

Products display

u The version now is in production process.

Cooling aluminum spheres interaction Polar fibers tower

•

Feature projector display

The setting is a mix version of Beijing and Shanghai. Combine both hardware for the event.

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DESIGN OVERVIEW

Products display (New setting)

u The version now is in production process.

Appendix

The outdoor version at the beginning

CASE STUDY DESIGN REPORT ADIDAS CLIMACHILL INNOVATION LAB

ADIDAS CLIMACHILL INNOVATION LAB

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APPENDIX

The outdoor version at the beginning

The initial design is to arrange this experimental activity in outdoor, appearance design and internal interaction.

SANLITUN, BEIJING GROUND DIMENSIONS: 455 m²

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APPENDIX

The outdoor version at the beginning

Material

DESIGN CONCEPT Exterior

Interior deco Concept

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APPENDIX

The outdoor version at the beginning

DESIGN OVERVIEW APPEARANCE DESIGN OPTION1

• • •

Metal frame construction Gauze as surface material 16m diameter. Can accommodate about 60 people at a time

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APPENDIX

The outdoor version at the beginning

DESIGN OVERVIEW APPEARANCE DESIGN OPTION2

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APPENDIX

The outdoor version at the beginning

CONSUMER INTERACTION- ALUMINUM COOLING SPHERES

Memory Game l A desktop interaction that highlights Aluminum cooling spheres of ClimaChill technology l Recognize the order when the demo round start l After the demo, follow the order and press the bottom to pass to next level l When the player complete, the background image become ice-ray-patten with sound effect

Layer 1: {ALUMINUM POINT ON GLASS} Transparent layer for consumer interaction Layer 2: {LCD} Transparent screen that cracks upon trigger Layer 3: {SCREEN} Mirroring screen that cracks upon trigger

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APPENDIX

The outdoor version at the beginning

CONSUMER INTERACTION – ADVANCED POLAR FIBERS

LED TV Screen – TVC Display

Touch & Feel Game l Consumer touch and feel the product with Climachill technology. l Find out the same fabric (Climachill) from 6 boxes l Consumer put the pin-pon ball in the box they choose l Once they choose the right one, the ball will be blew out in the sky

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APPENDIX

The outdoor version at the beginning

VIRTUAL REALITY EXPERIENCE - CLIMACHILL JOURNEY Hanging consumer pass through the tunnel with VR technology experience.

By watching and touching ,to fill and image them been shrink into the Advanced Polar Fibers world.

Key Concept Shrink

Flying

Tube

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APPENDIX

The outdoor version at the beginning

CONSUMER INTERACTION –TRY ON & THERMAL EXPERIENCE

• • • • •

Product try-on is a must for Thermal Experience Through the thermal experience , consumer can experience the coolness of CLIMACHILL Consumer can see the change of their body temperature from the thermal imaging after few minutes playing rowing machine.

VR Content: Boating trip from cool scenes to humid & hot scenes.

Consumer will be photographed during the experience and they will get their own heatsensing photos

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APPENDIX

The outdoor version at the beginning

CLIMAZONE Interaction Area

Photo Moment & GWP

X60

Each session spending time is about 1min. x4

x2

CONSUMER JOURNEY

Thermal x5 Experience

x2

Try-on

Aluminum Cooling Spheres

Consumer

IN

Product Display Area

Advanced Polar Fibers

TVC Mist Effect Wall

x15

GWP GWP

Climachill Fly Journey

Product Display

Product display beside the Exit ,also as a reminding point

OUT x25 Print-out

The print out photo can be use as a coupon and having discount can be used at ADIDAS(SLT)

x7

ON-LINE

-Mobile online game -Social platform

OUTSIDE CLIMAZONE

LED Giant Screen live-view shows the interaction inside

On street OOH shows the information of Climazone

Share on social platform

Store

CASE STUDY DESIGN REPORT ADIDAS CLIMACHILL INNOVATION LAB

Thank You STEVEN CHAO