ZX Flux is adidas Originals’ biggest product story of 2014, with a global launch and campaign running from April to August and including the widest selection of mind-popping colour-ways seen in years. As part of the South African launch and campaign, adidas approached youth culture specialists, ANDPEOPLE, to manage the launch and campaign in AREA3, ensuring a strong brand statement for the local market over these months.


Key deliverables of the brief were to re-imagine the AREA3 space to best showcase the product and wide array of colour-ways, while activating and engaging the JHB audience through an events strategy that included an influencer launch, a scene event and a mainstream consumer launch.


As part of the ANDPEOPLE team, I was involved with the curation and project management for the two events featured here. With AREA3 having morphed from an exhibition space, to a skate park, to fashion runway and other reincarnations over the last 18 months, we wanted to design the space in such a way that completely challenged people's experience of AREA3, while creating the perfect stage to showcase the product.


We chose to reinvent the original sqaure space through building a L-Shaped black hallway that led the audience through the space, while hero’ing the product as a centre piece. To do this, drywalling was constructed creating a new floor plan, with custom branding and lighting installations included to help tell the story as people made their way through the venue. And as part of the brief was to ensure an evolving space to support the product releases over the campaign period, the concept was designed in such a way that allowed walls to be broken down at intervals to reveal new product capsules.


The space was opened on the 1st of April to launch ZX Flux to an exclusive group of influencers, who were treated to music by King B and some chilled, Tuesday night drinks.


Following the launch in April and the objective of continuously evolving AREA3 to ensure ongoing relevance and interest, we hosted a June scene-event to support the reveal of ‘Electricity’ through an installation that brought the bold colour-way to life in an unexpected way.


Photos by Nelis Botha / Video by Dirk Hanekom