NYFW VIP Experience
adidas Originals

CREATIVE, ART DIRECTION, EVENT DESIGN

2025

[WHAT IS THIS]A Fashion Week moment that championed adidas as a cultural flagship, not just a sportswear company.

[MORE]
adidas Originals needed a VIP experience during NYFW that allowed adidas to add the conversation, not as a sponsor, but a participant. A space for the fashion community to take a breath, get inspired and connect.

[HOW]Transformed the Originals SoHo flagship into an intimate lounge that blended sleek spatial design with a value-driven conceptual backbone. The cool met the intentional: the vibey atmosphere, a curated exhibition from emerging artists, creative branded takeaways, on-site customization, and live jazz. The event looked like a late-night lounge but felt like a working gallery. Inspiring without trying too hard.

Fig. 01 CONCEPT WITH VALUE

LAYOUT

BRANDED ESSENTIALS. In the RE:PURPOSE kit, guests will find a curated selection of branded tools meant to encourage and inspire—with each item genuinely purposeful in day to day life.

CURATED GALLERY: works by young, up-and-coming creatives from the Fashion Institute of Technology that align with the brand’s ethos, and whose work speaks to ideas of reimagining, recontextualizing and iteration.

COLLATERAL, Simple straighforward design with a menu of NY classic Drinks & Snacks

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