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Adidas Golf
Activation design for Adidas Golf at The Open 2024 while working at Syn
My Role: Senior Designer
Client: Adidas Golf
Location: St Andrews, Scotland
Brief: Designer Jay3lle had partnered with Adidas golf to create a line of womenswear that would transcend the fairway and feel at home on the streets. With a strong colour pallet and featuring much of Jay3lles signature style we worked collaboratively with our client at Adidas to get the look and feel that they wanted.
The challenge for this brief was to create an impactful space that would be used at the start of the event as a catwalk but would then feel relevant enough to exist when the catwalk was no longer running.
Solution: To achieve this we proposed a focal point of the catwalk stage that would double up as a photo moment for visitors.
Inspired by the idea of 'different perspectives' on women's golf and a new way of seeing things we landed on an oversized mirrored ball that reflects the dynamic wheat paste patterns
featured on the walls of the space.
Relay screens would display footage from the catwalk after the event, as well as full body mannequins displaying the outfits. The models used were our semi-pro golf influencers that we partnered with to create a feeling of integrity with the sport as well as giving more value to the crowd watching.
The budget was tight considering we had to fill the 10m x 10m space however I believe we managed to create something visually powerful that felt aesthetically in line with the SS24 Collection.
The look and feel defined for the activation was then translated for the dinner which would take place at the start of the open. For this we used similar themes in colour and materiality but translated for a more sophisticated dinner setting.
Table dressings used Scottish thistles with hints of pinks. Some of the graphic language was pulled through for the place names and the wayfinding elements. To foreshadow the photo moment mirrored sphere at the event, we used smaller chrome balls as part of a ‘red’ (pink) carpet photo opportunity, placed chrome golf balls within the centre pieces and had mirrored finish Adi logos on the menus - all helping to tie the week together visually, creating the most impact for it's visitors.
This activation was featured in The Drum:
https://www.thedrum.com/news/2024/08/23/adidas-golf-putting-jay3lle-fashion-activation-forefront-women-s-open-activity
Renders by Olly Webster
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