Thursday, February 20, 2020
How can you launch a fashion collection using art installations? Ask Adidas
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How can you launch a fashion collection using art installations? Ask Adidas

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Seoul – In the age of the brand ambassador, designers need to take care in mixing personalities with products. So said Alice Yekyung Yoo of Urbantainer, the office responsible for Past Empowers Future, an Adidas pop-up exhibition in South Korea. ‘The exhibition was for the official Korean launch of NMD, Adidas’s iconic line of urban trainers, so we had to keep a balance between the brand ambassadors and the products themselves,’ she said. ‘In this case, Adidas hand-picked eight young artists to participate, some of whom are major celebrities here in South Korea. Their personalities could have overwhelmed the […]

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