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
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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
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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
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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