Opening Event No. 74 curated by adidas
No. 74 is adidas’ latest store project. Officially launched on July 17, 2008, the project is conceived as a platform for Berlin’s creative community. Retail, art and opinion meet and inspire one another at a unique location.
A first-rate target group finds limited editions and selected products from the adidas Sport Performance, adidas Originals and Y-3 brands displayed on 200 square meters of indoor store space and 80 square meters of courtyard. Additionally, at irregular intervals, No. 74 also presents selected projects by trailblazing artists, architects and designers. No. 74 is an idea by Häberlein & Mauerer.
Style. Art. Fashion
Adidas joined the fashion and art magazine “032c” to invite guests to attend the official opening event at Torstrasse 74 in mid July. The event’s focal point was the “Metropol Parasol” project, which Berlin-based architect and designer Jürgen Mayer H. had created for Seville, Spain. A three-dimensional model of the prestigious Andalusian avant-garde object, as well as photographs documenting the progress of its construction work, were on display.
Häberlein & Mauerer set a clear focus through its selection of products for presentation: the hero of the evening, and the exclusive object of desire, was a limited edition of the Stan Smith Canvas Sneaker, which was produced expressly for No. 74. Approximately 500 handpicked guests partied to the sound of the Berlin band “Apparat,” which performed together with the artist Raz Ohara.
Häberlein & Mauerer was responsible for the entire concept of this unique store project, as well as for the communication and implementation of all measures within the framework of the individual events. Adidas has numbered among Häberlein & Mauerer’s clients since 1993.
Services:
Idea, concept, implementation and communication for a unique store project.
Timeframe:
July 17, 2008
Contact
BER: +49 (0)30 7262080
David Mallon
www.maisonmallon.com
