adidas x Stella McCartney Golden Ultraboot shoe launch

adidas kicks off Harrods’ September Elegance Campaign in style with the striking launch of the Stella McCartney Golden Ultraboost window takeover, complemented by an engaging House of adidas Launch Zone.

Brand Activations Retail Campaign Window Display
adidas: golden ultraboost - Retail Store Window Display Ideas

WINDOW DISPLAY & LAUNCH ZONE, HARRODS

adidas kicks off its September Elegance Campaign in style with the launch of its Stella McCartney Golden Ultraboost window take-over at Harrods, complete with engaging House of adidas Launch Zone.

Idea

To celebrate the launch of the Golden Ultraboost trainer, adidas took over Harrod’s iconic Window 32. The striking display not only spotlighted the trainer’s meticulous design but also honoured the powerful collaboration between adidas and Stella McCartney.

Positioned on one of the city’s busiest streets, the window offered prime visibility for millions of passersby to witness the seamless fusion of performance sportswear and high fashion. This activation also marked the beginning of Harrods’ highly anticipated September Elegance Campaign — a key moment in the fashion calendar.

Insight

Our team explored six distinct concept directions before developing ‘Golden Reflection’ into the final creative vision for the window. With a strong fashion focus, the concept utilised rose gold mirrors and precisely positioned lighting to produce a striking infinity mirror effect.

Shard-like projections paired with soft, ambient lighting created an ethereal sense of movement, allowing the golden Ultraboost shoe to command the spotlight it so richly deserves.

Realisation

Disrupting what is expected a window.

Organised yet expressive, mysterious yet inviting, elegant yet unapologetically bold — this breathtaking window display and striking launch zone challenge convention, redefining expectations with their disruptive design.

Radiating brilliance, the display captivated passersby, its luminous presence impossible to ignore. A refractive illusion paired with softly shifting lighting created a hypnotic effect, guiding the viewer’s gaze directly to the centrepiece: the elegant, golden Ultraboost shoe.

Testimonial

1 / 1
Because of their track record and proven experience with Harrods as an adidas account, we had faith in D4R to create and deliver the premium standard which we expect for all of our campaigns, especially Harrods. For this campaign, the team at D4R went above and beyond our expectations. From supporting us to create a holistic and completely bespoke campaign, including the striking window and engaging launch zone content, to arranging the removal at the end of the campaign period, the process was seamless, and we were impressed with the team’s ability and drive to meet the tight timelines. We are really grateful and proud of the work that was produced and hope to work with D4R on similar premium projects in future.
adidas UK

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