REAL/RAW/FAST Identity System

The new face of adidas flagship stores: A Generative Identity System for Retail Screens – bespoke, dynamic, scalable.

Remixing a huge database of brand content and realtime graphics onto multi-screen clusters, with a powerful, custom-built tool – an infinite stream of ever-changing content.

In a closely collaborative process with adidas Brand Design, FIELD.IO designed and implemented a fully dynamic generative system, bringing to life the store’s motion and identity design conceived by cutting-edge graphic studio DIA.

Campaign photo + video, kinetic type and procedural animations, are all animated and arranged into ever new compositions in real-time – and customised per store area and theme. Localised design elements make each store unique, whilst keeping up a bold and cohesive visual language.

From a plug-and-play rollout to a bespoke flagship version, the Generative System provides solutions for any scale and use case. Designed to scale to any screen formats and arrangements, from pop-up to flagship.

A key selling point of the Generative System is its integration with adidas’ existing content management system Scala: seasonal brand and campaign content is uploaded and scheduled through the familiar CMS channels, whilst the generative motion design takes over the entire store at scheduled intervals.