# Athletic Label Music Venues The adidas Future House Has Popped Up in London's Shoreditch By Rebecca Byers | Published 2016-03-21 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/adidas-future-house References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-adidas-unveils-future-house-pop-up/brands/article/1388123) The [adidas Future House](https://www.trendhunter.com/trends/style-your-toe) is a [branded music gig](https://www.trendhunter.com/trends/heineken-house) 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](https://www.trendhunter.com/trends/ader-error-tokyo-space) that take the emphasis off of the product offering and instead focuses on cultivating a community among brand fans. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 78% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### 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. ## Related on Trend Hunter - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md) - [Customizable Shoe Decorating Events](https://www.trendhunter.com/trends/style-your-toe.md) - [Sportswear Imprint Art Exhibitions](https://www.trendhunter.com/trends/originals-newcastle.md) - [Artist-Centric Networking Events](https://www.trendhunter.com/trends/adidas-x-snipes.md) - [Novel Fitness Raves](https://www.trendhunter.com/trends/fitness-rave.md) - [Aluminum-Wrapped Sportswear Store](https://www.trendhunter.com/trends/adidas-store-1.md) - [Running-Centric Brand Activations](https://www.trendhunter.com/trends/the-hackney-half.md) - [Collaborative Sporty Exhibitions](https://www.trendhunter.com/trends/spezial-fc.md) - [Sensory Audio Retail Pop-Ups](https://www.trendhunter.com/trends/bang-olufsen2.md)