The adidas Future House is a branded music gig recently opened by the German athletic wears brand in London's hip Shoreditch area. In order to celebrate the opening of the adidas Future House, the brand hosted a multi-sensory event featuring performances by Annie Mac, Joey Bada$$ and Lily Mercer and a mix of local VIPs.
The adidas Future House in Shoreditch will remain open for a total of six days, with each day taking on a new, unique theme. Through the six-day tenure of the adidas Future House, a number of workshops and concerts will be held.
The adidas Future House is a great example of dynamic brand spaces that take the emphasis off of the product offering and instead focuses on cultivating a community among brand fans.