Two bespoke interactive activations were designed and delivered for the Adidas OZWorld collection launch across three key store locations in the UAE, alongside the complete branded transformation of each retail environment. Using a transparent screen portal and a 360-degree spherical interactive display, the campaign gave consumers two entirely different ways to step into the OZWorld universe: one through a window, and one through full immersion. Every activation, every piece of content, and every line of interaction software was built from the ground up specifically for the OZWorld campaign.
The OZWorld collection is built around a distinct concept: each shoe carries its own aesthetic universe, its own visual language, its own character. The challenge was not simply to showcase a new range of products in a retail environment. it was to make the worlds each shoe belonged to physically accessible to consumers standing on a shop floor. Standard display and POS formats were not enough. The brief demanded something that would collapse the distance between product and imagination.
Adidas needed two technically distinct, experientially complementary activations, each using a different technology to create a different kind of encounter with the OZWorld universe, delivered simultaneously across three key store locations. Alongside the activations, the complete visual transformation of all three stores was required, ensuring the campaign's identity was present at every touchpoint from the moment a consumer walked through the door.
"Adidas didn't want a product display. They wanted portals. The task was to build the technology that made stepping into another world feel completely real."
Creative Director, Adidas OZWorld
The campaign demonstrated what becomes possible when interactive technology is developed specifically for a product's world rather than adapted from a generic format. Each activation was purpose-built for the OZWorld concept and that specificity was felt by every consumer who stepped in front of either display. The complete branded store transformation ensured there was no gap between the activation and the environment: from the moment of entry to the moment of purchase, the OZWorld universe was total.
The project demonstrates the capability to design, develop, and deliver multiple technically distinct activations simultaneously managing separate content pipelines, custom software stacks, and retail installations across multiple locations to a single campaign deadline, at the standard a global brand demands.
We design and build immersive experiences that engage, excite and transform audience interaction combining art, engineering, and next-gen technology to bring brands and spaces to life.
