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Brief Published: 18 Mar 2014

Adidas' Springblade Innovation Lab Pop-Up


To promote its new Springblade running shoe in South Korea, German sportswear brand Adidas has launched a futuristic pop-up ‘Innovation Lab’ at its Myeong-Dong flagship in Seoul. Devised by South-Korean architecture and design agency Urbantainer, the immersive pop-up encompasses a high-tech aesthetic that showcases the science behind the shoes.

Referencing Adidas’ own innovation lab in Bavaria, Germany in its design, the space is divided into three zones, allowing visitors to get acquainted with the concept, design and performance of the Springblade sports shoe. Firstly, after controlling an LED cube display via an app, visitors are guided to an area where they can get to grips with the shoe via physical interaction or an interactive video presentation.

On the second floor, visitors can test the performance capabilities of the shoe for themselves by trying them out on a running machine. The area is bathed in red light, while projected X-ray images reveal the Springblade’s inner workings. Scientific paraphernalia such as test tubes, beakers and diagrams set the scene, continuing the laboratory theme throughout the space, and reflecting the sci-fi look of the shoe.

For more examples of immersive sportswear retail environments, see Adidas Immersive HomeCourt Store, Under Armour: Exhilarating Retail TheatreMuseum & Exhibition Design for Retail Creatives; and Sports Futures

For more on the laboratory aesthetic see interior styling report Lab Look.