Environment & Experience Design
Jenya Andreev
Roundhouse adidasBuilt to Defy / NYC Flagship
For the adidas North America "Built to Defy" campaign, I collaborated with a small team to create an immersive, full-floor activation at their 5th Ave flagship. Our challenge was to elevate the campaign beyond the standard retail brand toolkit into a dynamic and engaging one-off experience that felt true to training and performance.

Combining larger than life dimensional letters theatrically lit in dramatic colors with the artful arrangement of authentic training props, such as battle ropes and weights and custom-designed plyometric jump boxes, these installations conveyed the energy and spirit of the campaign to create a memorable and impactful brand experience that connected with other key touchpoints in-store through color and messaging.

  • Concept Design
  • Content Strategy
  • Experience Design
  • 3D Design
  • Visualization
  • Drawings & Documentation

All images shown are for reference only.
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