To create a platform to execute adidas’s ‘FUTURE’ campaign locally by increasing the brand desire on the streets and to build brand momentum on the most influential individuals for driving commercial impact and traffic towards the pop-up store with unprecedented retail experience.
A new, unique cultural pop-up in the very heart of Istanbul was created where music, fashion and art met. Seven weeks of live music, workshops, screenings, talks and DJ gigs; 38 events inspired by a generation of pioneers, 45 artists featuring local and international talents have been generated. 5.500 visitors have shared the moment and the experience. Key influencers have been identified and they curated their own events in order to build a hype on social media.
adidas Future House has become a cultural hub for young creatives in the city and a showcase of young talents in music, fashion and art, a new location for a new cultural movement, an inspiration to create something for the future.
All the events were free of charge and they were promoted via a special micro site: www.futurehouse.zeroistanbul.com. adidas Originals’s social media channels and Zero İstanbul as a whole platform were used during 7 weeks of event calendar. Due to the attendees, influencers and celebrities, the site has reached more than 8 MILLION people.
Zero İstanbul, Başka Sinema, theysleepwegrind