Adidas & Gucci Collide For A Series Of Global Pop Up’s

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How can an iconic luxury brand use an immersive brand experience to engage with the next generation? 

Enter 2022’s hottest brand collaboration Adidas x Gucci.

When Gucci launched the brand partnership with Adidas as part of its Exquisite show in Milan it caused quite a stir. 

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The runway launch led to month-long pop-ups opening in LA, Shanghai, Sydney and London beginning on 7th June 2022.

The stores offered a captivating brand experience with the look playing on the kaleidoscopic aesthetics of the runway collection.

Many of the features are fully branded in a retro-inspired print inspired by the Adidas x Gucci collection, which amalgamates the logos of the fashion House and the storied sportswear brand, synergising to maximise the impact of the brand partnership. 

Semi Permanent, responsible for transforming the Sydney space noted:

“To evoke the nostalgia of a retro sports club, we rendered a glass cube in the Gucci x Adidas ‘Palm Print’, covering its translucent walls and floor in the purple, gold and aqua motif to create a dizzying and highly-Instagrammable experience from both the inside and for passers-by in the surrounding precinct.”

Image by Semi Permanent

Showcased in the store were, Creative Director Alessandro Michele’s inimitable style to the sports brand’s design codes with a dressing-up box of retro sportswear, traditional tailoring, Gazelle trainers and Gucci horsebits.

This series of pop-up stores is yet another example that brand experiences are here to stay and create a real, long-lasting impact on brands.

3 Key Takeaways

• Brand Partnerships create synergies that increase the impact and reach of a brand experience.

• Visually arresting brand experiences maximise brand awareness through user-generated content and word-of-mouth marketing.

• Brand collaborations will help brands reach new target audiences.

All images are by Gucci, unless otherwise stated.