The consultancy has worked with Adidas on a number of projects since winning a pitch in late 2010, working with the brand and a number of other consultancies to extend the NEO identity across store design, point-of-sale materials, and commercial campaigns.
Sarah Fairhurst, associate director of graphics at Dalziel & Pow, says, ‘We started working with Adidas to establish who their customer is and understand the 14-19 -year-old market. It’s aimed at kids that are more into fashion than performance – that’s the differentiation between this and their other labels, so we worked on tone of voice and applying the visual identity to the retail environment, point-of-sale, navigation and store design.’
Dalziel & Pow worked with the in-house Adidas team and US design consultancy Happy Lucky, as well and Start Judge Gill, which created an interactive mirror for the stores which allows customers to take photographs of themselves which can then be uploaded to Facebook or Twitter.
The stores also feature lighting that can change colour by sending the system a text message. The stores are ‘quite dark’, according to Fairhurst, and use the Adidas NEO brand colours of green, white and black. Each store features a central ‘stage area’ which can host live music or showcase merchandise.
Fairhurst says, ‘The main idea is that it should be quite a changeable and vibrant space – because of the target group they have a constant need to be entertained, so there’s a lot of alive technology and projection screens in the store.’
As well as store design, Dalziel & Pow is also working on seasonal campaign materials for the brand. The first store to feature the new interiors opened in Hamburg, and the concept will then be fitted ten further stores in Germany before rolling out globally.