adidas Originals is a lifestyle sub-brand that pays homage to the brand’s vintage and classic product lines. Rooted in heritage and nostalgia, it reinterprets its legacy through a modern—often futuristic—lens. For the adidas Originals Collections store in Dubai, the brand sought to express its identity and values through an impactful visual experience displayed across the entrance façade screens.
I developed two distinct visual concepts based on the themes Collections and DNA, each offering a different interpretation of the brand’s past, present, and future.
The Collections concept drew inspiration from marbles as a nostalgic reference to vintage collectibles. Classic adidas footwear models were integrated into the visuals, while the brand’s core color palette—particularly its signature silver—was used to introduce a sleek, futuristic edge.
The DNA concept focused on adidas Originals’ forward-looking mindset while honoring its roots. Iconic sneaker laces were reimagined as DNA strands, symbolizing the sub-brand’s intrinsic connection to its origins and its continual evolution.
