Marcus Brown

Project

adidas Speedfactory

My Roles

Creative Direction, Spatial & Installation Design, Digital Design

Client

adidas

Medium

Global Touring Activation

Overview

Speedfactory was a global technology launch that brought robotically-made tailored shoes to consumers. To promote the concept, we created a global touring activation moving between six cities from London to Tokyo. The activation was designed to fit inside two branded shipping containers, which could be un-packed seamlessly on each new location. Once setup, the containers transformed into a space packed with installations and unique content creation moments. Visitors could 'scan in' to each installation station with their mobile and content they created was instantly sent to their device to download and share. Installations included photo booths, a foot scanner, a Kinect body tracking wall of screens and a video capture treadmill running experience.

Speedfactory was a global technology launch that brought robotically-made tailored shoes to consumers. To promote the concept, we created a global touring activation moving between six cities from London to Tokyo.
The activation was designed to fit inside two branded shipping containers, which could be un-packed seamlessly on each new location. Once setup, the containers transformed into a space packed with installations and unique content creation moments. Visitors could 'scan in' to each installation station with their mobile and content they created was instantly sent to their device to download and share. Installations included photo booths, a foot scanner, a Kinect body tracking wall of screens as well a video capture treadmill running experience.

Speedfactory was a global technology launch that brought robotically-made tailored shoes to consumers.
To promote the concept, we created
a global touring activation moving between six cities from London to Tokyo. The activation was designed to fit inside two branded shipping containers, which could be un-packed seamlessly on each new location. Once setup, the containers transformed into a space packed with installations and unique content creation moments. Visitors could 'scan in' to each installation station with their mobile and content they created was instantly sent to their device to download and share. Installations included photo booths, a foot scanner, a Kinect body tracking wall of screens as well a video capture treadmill running experience.

Creative Team

Production & Development: Resn

Resn Creative Directors: Kris Hermansson, Simon Jullien

Additional Resn Designers: Sebastian Thomsen, Rasmus Stenburgh, Lionel Durimel.

adidas Creative Directors: Nick Cline, Anne Coté

Physical Build: Fiction Factory

Photography: Sodium

Production & Development: Resn
Resn Creative Directors:
Kris Hermansson, Simon Jullien
Additional Resn Designers:
Sebastian Thomsen, Rasmus Stenburgh,
Lionel Durimel.
adidas Creative Directors:
Nick Cline, Anne Coté
Physical Build: Fiction Factory
Photography: Sodium

Production & Development: Resn
Resn Creative Directors:
Kris Hermansson, Simon Jullien
Additional Resn Designer:
Sebastian Thomsen, Rasmus Stenburgh, Lionel Durimel.
adidas Creative Directors:
Nick Cline, Anne Coté
Physical Build: Fiction Factory
Photography: Sodium

Project 18

Art Direction

Spatial Design

The look and feel of the activation was intentionally designed to feel like a 'work in progress' tech space.
We designed a custom interior rack system to hold the screens, printed material and other displays. This system allowed elements to be fixed at different heights and offsets, with hanging cables adding to the feeling of a technology still in development.

The look and feel of the activation was intentionally designed to feel like a 'work
in progress' tech space. We designed a custom interior rack system to hold the screens, printed material and other displays. This system allowed elements to be fixed at different heights and offsets, with hanging cables adding to the feeling of a technology still in development.

The look and feel of the activation was intentionally designed to feel like a 'work in progress' tech space. We designed a custom interior rack system to hold the screens, printed material and other displays. This system allowed elements to be fixed at different heights and offsets, with hanging cables adding to the feeling of a technology still in development.

Entering the Activation

When visitors arrived at the event, they created a profile on
the Speedfactory custom mobile app. This generated a unique visual code which could be used to scan in to each installation. After content was created, the shareable content is saved and sent directly to their devices. The first installation was a large Kinect-driven mirror experience whereby walking down a line of screens, each person saw their body formed from data.

When visitors arrived at the event, they created a profile on the Speedfactory custom mobile app. This generates a unique visual code which can be used to scan in to each installation. After content is created, the shareable content is saved and sent directly to their devices. The first installation was a large Kinect-driven mirror experience. Walking down the line of screens, each person sees their body formed from data.

When visitors arrived at the event, they created a profile on the Speedfactory custom mobile app. This generated a unique visual code which could be used to scan in to each installation. After content was created, the shareable content is saved and sent directly to their devices. The first installation was a large Kinect-driven mirror experience whereby walking down a line of screens, each person saw their body formed from data.

Mediums

Custom mobile based web application
Kinect-driven screen mirror wall

Custom mobile based web application
Kinect-driven screen mirror wall

Custom mobile based web application
Kinect-driven screen mirror wall

Face Scan Booths

The next installation features three individual face scan booths. These booths contain two cameras, allowing people to create stereograms and printable adidas content. Using a custom touch screen interface, guests could frame themselves and then trigger the camera countdown to capture their content.

Mediums

Camera and screen face scan booths
Custom touchscreen interfaces

Camera and screen face scan booths
Custom touchscreen interfaces

Feet Scanner & Treadmill Experience

Guests were then invited to have their feet scanned by professional feet scanning machines. After this process,
we created and sent each person a unique schematic to the Speedfactory mobile app. The final installation is the adidas run test. Each person had a set period of time to run on the treadmill wearing the new shoes. As they run they were surrounded by a set of data capture cameras and sent a custom video at the end of their run. An adidas host controlled the camera setup via an iPad app.

Mediums