Amidst the London 2012 Olympics that recently concluded, the crew from adidas set the tone for a decidedly different series of events for the two-week duration. The concept was simple: create an environment and space that had the ability to transform each night depending on the crowd, focus and performers for the evening. The goal: offer a venue and experience for a range of individuals who otherwise may find themselves looking for a respite from the traffic and chaos that was to hit the city due to the games. The execution, although substantially more involved, was completed to near perfection as the transformed warehouse in the Shoreditch region of London was completely renovated with an elaborate construction of multi-display HD projectors, high-end light movers, full scale surround sound systems, a fully stocked bar, concession stand, and plenty of music to go around.
Each of the events that comprised the two weeks saw a special performance from The Stone Roses, The Chemical Brothers “DON’T THINK” live experience, an invite-only film screening of Sam Blair’s Personal Best, a Crooked Tongues finale event, and many other immersive nights. As things came to a close, routines were picked back up on and many who had come to town for each event ventured back to their respective home cities, the #adidasunderground left a lasting mark on all who attended. Bringing a new life, vitality and side to the Olympics that little have done before, the #adidasunderground festivities couldn’t have picked a better home than right in the heart of Shoreditch. To see a rundown of each night’s events, check here.