To conceptualize and execute an in-store activation to engage consumers and raise awareness of the new Brand Center on Via del Corso in Rome, stimulating word-of-mouth and creating a strong, explicit connection between adidas and the city.
A brand visibility and consumer experience project infused with art, culture, and Roman identity: an artistic takeover of the Adidas Brand Center Rome by Alessandra Carloni and Andrea Ambrogio (aka Gemello). Selected as ‘born from culture’ artists and true Romans, they adorned the store walls with live painting, offering a contemporary and pop reinterpretation of Rome’s historic symbols. A digital drive-to-store campaign and a limited-edition shoe customization activity further increased store visits.
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