Adidas Originals Deerupt Launch Zone

An immersive environment to mark the launch of the hotly anticipated Adidas Originals Deerupt runner.

London, UK – 2018


Client: Adidas Originals
Location: London, UK
Creative Agency: StudioXAG 
Design & Concept: StudioXAG & Cinimod Studio
Technical Production: Cinimod Studio
Sound Composition: Cinimod Studio


In collaboration with StudioXAG, Cinimod Studio created a digitally interactive experience to launch Adidas Originals’ Deerupt runner.

Drawing inspiration from the shoe’s distinctive mesh overlay, an immersive environment was created within Adidas Originals Foubert’s Place store which invited customers to interact with the Deerupt runner.

Projected onto two principal walls using ultra short throw projectors, a grid-wrapped enclosed space was created, inside which a Deerupt shoe was displayed. RFID tracking technology disguised within the runner allowed customers to ‘disturb the grid’ by lifting the shoe from the plinth. Doing so created an interactive spectacle as the projected mesh warped in unison and transformed in colour with the shoe’s every movement. 

Related Projects