ADIDAS ORIGINALS | NMD LAUNCH
Project Details
Producer
Villa Eugénie
Venue
Lexington Ave Armory
Opening
December 2015
About the Project
For the inaugural global launch of the NMD, Adidas Originals transformed the massive Lexington Avenue Armory into a cinematic, immersive environment. Produced by Villa Eugénie, the event concept demanded the creation of distinct atmospheric zones across the, large format venue ( Lexinton Ave Armory) without the use of physical partitions. My lighting design was the primary architectural tool used to define these spaces, following a brief to create three monochromatic environments: a zone blanketed in intense red, another in deep blue, and a third “black” area defined by a deliberate absence of light.
To achieve this level of separation, I designed an overhead truss system rigged with moving fixtures equipped with daylight sources to match the color temperature of the event’s media content. Utilizing 3D modeling to calculate precise optics, I programmed the fixtures’ internal shutters to cut the light exactly to the edges of the carpeted zones and display tables. This technique created “virtual rooms” where the color saturation ended abruptly at the floor’s edge. To ensure the product remained the focal point within these heavy color washes, I implemented a secondary system of high-powered spotlights. These fixtures punched through the saturated ambient light, providing a crisp, neutral key light that made the sneakers pop on their displays.
The installation was bordered by a massive 60-foot digital backdrop featuring live models. To integrate the talent with the screen, I layered a clean white wash over the stage area for visibility, backed by a color- tunable lighting system. This allowed me to shift the atmospheric backlighting in real-time, mirroring the changing hues of the video content and creating a seamless visual blend between the physical models and the digital experience.
