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.
Why This Trend Is Growing
- Athletic Label Music Venues
- Adidas Future House shows the potential for athletic wear brands to create branded music venues and events that cultivate a community and appeal to a younger demographic.
- Multi-sensory Experiences
- Adidas Future House showcases the potential for brands to create multi-sensory experiences that immerse customers in their brand and products.
- Pop-up Installations
- Adidas Future House is an example of how pop-up installations can create buzz around a brand and attract a younger audience.
Industries Being Reshaped
- Athletic Wear
- Athletic wear companies can look to create unique branded experiences like music venues to connect with their customers in a more engaging way.
- Event Production
- Event production companies can specialize in multi-sensory experiences like the Adidas Future House to help brands leave a lasting impression on their customers.
- Pop-up Retail
- Pop-up retail spaces can create excitement and a sense of urgency around a brand, as shown by the Adidas Future House.
