ADIDAS DEERUPT
Studio: Vita Motus
Client: Adidas
Event: Deerupt Launch Exhibition
Site: Magic Box DTLA
Concept: The Grid [Future Past]
SCOPE:
experiential design
concept art
spatial virtual reality
technical design
sound design & composition
OVERVIEW
Under the creative direction of Vita Motus, I contributed to the design and development of FUTURE PAST, an immersive experience unveiling the adidas Deerupt shoe. Centered on the grid motif-referencing the shock-absorbent structure of classic adidas trainers- the installation traced a narrative arc from 1980s heritage through a speculative future, presented with minimal branding and high creative latitude.
CONCEPT & INSTALLATION DESIGN
Each installation interpreted “The Grid” through distinct spatial and sensory lenses:
Laser A-Frame [Concepting, Lead Technical Design, Sound]
Holoscrim [Concepting, Sound, Media Direction]
The Wormhole [Concepting, Sound, Technical Assist]
Esther Stocker “Footwear Room” [CAD Assist for Artist Collaboration)
CINEMATIC CONCEPT RENDERING
_ early flythrough concept
LASER A-FRAME
TECHNICAL + SOUND DESIGN
HNZLR provided concepting, technical design, sound design, and build direction of the Laser A-Frame. This installation interprets the grid with two perpendicular class-4 laser bars terminating upon a single rigged pipe at the A-Frame’s apex.
The emergent properties of addressable laser units created an undulating spectacle of concentrated multi-colored light, limited to a red/blue mixed spectrum. The sound is reminiscent of a living machine, an aberration in an orderly, regulated system.
_ rough proof of concept rendered quickly on-site that HNZLR used to provide direction for The Laser A-Frame’s programming
HOLOSCRIM
SOUND DESIGN + MEDIA DIRECTION
While in the early phases of learning Ableton and sound design techniques, HNZLR delivered a series of sonic and visual moods to complement each scene for the Holoscrim exhibit, a double-membrane projection hallway featuring rear and frontal projection, immersing the user between two layers of scrim for a uniquely transportive photo opportunity. HNZLR coordinated with media and projection teams to dial each look on site.
WORMHOLE
TECHNICAL + SOUND DESIGN
This installation features two opposing, parallel double-membranes of 2-way mirrors enveloping a rectilinear array of LED matrix panels. The result is an optical illusion that appears to be an infinite tunnel. The grid aesthetic is the perfect graphic for this repeating convergence, encapsulating the exhibit’s intention of sending guests on a warped journey through time.
The sound design evokes a droning trance and a blend between retro 80’s arcade music and futuristic techno.
This original composition served as a transition between the “80’s Adidas Studio Room” (featuring vintage 80’s technology and antiquated footwear design stations) and the futuristic Vita Motus exhibits that followed after the Wormhole.
_ second phase Unreal Engine render mock-up
PHOTOGRAPHY
[All photos taken and edited by HNZLR]
