The consultancy was appointed following a creative pitch in December 2010. Imagination has worked on Olympic-related brand activation projects for every summer and winter Olympics since 2002.
Imagination is currently working alongside Asics to review the creative proposal presented in the pitch in broader context. It has been briefed to create an immersive experience including designing all interiors, experiential elements, wayfinding and digital elements.
Julian Baker, creative director at Imagination, says, ‘Design excellence, innovation, and a commitment to quality and originality are at the heart of the Asics and Imagination brands.’
He adds, ‘The Asics Olympic venue will engage a wide group of people, encourage participation and provide visitors with a real Asics experience that embodies the spirit of the games.’
Michael Price, Asics European marketing director, says ‘Imagination showed how they would bring to life our founder’s philosophy that through sport you can inspire a generation.’
The venue will open in summer 2012, and will remain open throughout the 2012 Olympics.