On Your Marks…
Unfortunately the Olympics hype is all but over. We’ve seized the chance to take one last look at one of the most exciting retail installations that revolved around the event.
LTD Limited was approached by their client, Intermarketing, with a challenge to help create 16 unique windows that represented the Adidas brand with the theme ‘Take the Stage’. The aim of these windows was to provide a showcase for Adidas products as well as the athletes that wear the brand with pride. Eight of the windows in this project
were dedicated to specific athletes with a reflection of their stories about the Olympics and what it meant to them. Two windows in the display were reserved for the Team GB kit, whilst the others showed the Olympics mascots, Stella McCartney’s Gold range, ‘village wear’ and two Originals windows. LTD Limited’s briefing for the project took place over several meetings with Intermarketing Creative Director Michael Harris sharing his vision for the project. This was to create 16 windows that were designed and installed to the very highest standard. Intermarketing provided LTD Limited with 2D visuals for each of the windows, and the team took these and created a total of 270 elements to bring the windows to life. Installation Director Stuart Hart visited
the location on a daily basis for two weeks, meticulously measuring and photographing every aspect of the windows. It was decided that the team would need to create back and side walls in order to put the installation together, and a hidden door would be needed to ensure someone could get in and out to clean the displays.
50 As artwork for
the project came to LTD Limited, the creative team, led by Director Seymour Reeves, interpreted the visuals to create solutions for each challenge. Tests were produced for each element to demonstrate how they would look in full size, which allowed the team to identify any problems. The team found that the Laura Trott
velodrome window was a huge challenge. There were three main elements to the window; the curved velodrome, the blurred cyclist and the exploding floor effect. A special material was sourced that could provide the wooden look and would also create the curved floor needed for the effect. The cyclist was created using a series of layercut acrylic bikes, and the team experimented with a combination of medias and white ink technology until they achieved the perfect blurred effect to match the visual. Installation of the project began
with all 16 windows having a printed vinyl installation to block them out,
which meant that all 3D perspective had to be created from within the windows. The team had three weeks in total to build the windows behind the vinyl, which worked out to roughly one window a night. Because of the vinyl front, it was difficult to make sure that everything was correct as no one could stand outside looking in, but the team managed to rely on rendered drawings to ensure that everything was in the right place.
www.a1retailmagazine.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84