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adidas Originals_No Second Guessing

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The intention of this exhibition was to celebrate the launch of the adidas EQT line in Korea and to communicate the driving philosophy with sensually stimulating creative works and media installations. The concept included an exhibition featuring 130 pairs of rare vintage sneakers being displayed in an 11-metre-high rectangular “Archive Tower”. Following this structural layout, a photo exhibition with works by iconic photographers Lawrence Watson and Jürgen Teller brought visual references of their respective eras to life. The overall design concept was based on creating spaces of coexistence between the past and the present of the EQT line.

  • Client:
    adidas Korea, Seoul, South Korea
  • Design:
    URBANTAINER, Seoul, South Korea
  • Graphic Design:
    Minjeong Choi, Jongwon Lee
  • Spatial Design:
    Hyunwoo Sa
  • Creative Direction:
    Younjin Jeong, Jinyoung Yoon
  • Project Coordination:
    Jinsik Moon