ADIDAS SOLE DXB

Dubai, 2019

In December 2019, Jack Morton Worldwide commissioned Evolution to design and construct a standout triple-deck stand for Adidas at the Sole DXB Festival, an annual celebration of fashion and lifestyle.

The structure showcased the gritty, urban aesthetic of London’s Underground system, providing visitors with a unique and immersive brand experience that perfectly aligned with Adidas’s vision.

The project combined innovative design with functionality, seamlessly integrating retail displays and urban architectural elements. A second-level VIP viewing deck offered guests an elevated perspective of the festival’s main stage, enhancing their overall experience. Safety and compliance were paramount throughout the project, with Evolution conducting a detailed STAAD analysis to secure Municipality approval.

Immersive Design and Engineering for a Triple-Deck Brand Experience

• Designed and built a triple-deck structure utilizing an innovative TSG hybrid system to recreate the gritty aesthetic of London’s Underground.
• Integrated retail displays within the stand to showcase Adidas products in a visually engaging and functional space.
• Constructed a second-level VIP viewing deck, providing guests with a premium perspective of the main stage.
• Delivered a visually striking installation that balanced immersive branding with safety and structural compliance.
• Conducted detailed STAAD analysis to ensure the structure met Municipality standards, emphasizing safety and compliance.

Adidas’s presence at Sole DXB 2019 was a resounding success, with Evolution delivering a visually stunning and innovative brand installation.

The triple-deck stand not only captured the festival’s dynamic energy but also showcased Evolution’s expertise in creating impactful and compliant event structures.

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