Background
After successfully completing two high-profile consumer running events (FLM 2003 and Dublin 2003) adidas asked Ripe to look after the complete design, build and management of their FLM presence at London’s ExCel venue. Ripe worked to help shape both the brief and budget prior to commencing any development work.
Brief
Create a central 21m x 21m stand that will drive sales across apparel and footwear and communicate the core running messages for 2004: ‘Impossible is Nothing’. The stand had to include moving and static imagery to educate the audience as well as provide a real focus on the footscan and mi adidas systems – adidas’s main points of difference at the time.
Solution
The stand was constructed from four quadrants with a central hexagonal structure. The central structure contained large overhead sweeping graphics with footwear produce displayed on all sides, plasma’s played a bespoke promotional DVD, also created by Ripe. The structure housed a store-room and two changing rooms in order to maximise use of space.
The front of the stand contained footscan and mi adidas zones with a separate enquiry desk; a bespoke queuing system was introduced based on learning’s from previous shows. Apparel and accessories were positioned at the rear of the stand to form a specific retail area with a purpose built check-out.
As per the rest of the stand, retail was surrounded by a 2m wall which had a viewing slat. The objective of the wall was to provide a reasonably enclosed space that didn’t prevent passers-by from looking in or make visitors feel boxed-in.
Result
adidas had a second consecutive year in terms of record sales since their sponsorship of the Flora London Marathon began. The brand was communicated effectively and the average time that visitors spent on the stand was increased since previous years.
Leeds
1200 Century Way,
Thorpe Business Park
Colton
Leeds
LS15 8ZA
United Kingdom
Phone: +44 (0) 113 2515166
email: info@ripe.co.uk