For the launch of adidas by Stella McCartney SS23, adidas needed its London flagship to reflect a collab built around sustainability and natural materials – without diluting the premium feel of the product or the store.
StellaMcCartney
adidas
Stella McCartney
The Opportunity
Our Response
Tangent let nature reclaim adidas’s London flagship. Our takeover wrapped the store’s industrial features in an urban forest of foliage, vines, moss and dried flowers, creating a surreal retail environment that evoked the collection’s sustainable attributes for visitors.
Amaranté, a London flower company with a credible sustainability ethos, supported the installation.
The Impact
The activation went on to win Best Instore Branding in a Multiple at the 2024 VM and Display Awards – standing out in a year that attracted more than 1,200 entries.
“We wanted to push how much we could bring the outside inside when designing the space. All the foliage was real, providing a truly tactile and sensory experience for visitors to store.”
