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adidas take-over Harrods windows with unique displays designed and installed by Intermarketing

By The Drum Team, Editorial

IMA

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July 31, 2012 | 2 min read

The retail team at Leeds-based agency Intermarketing has completed a major window installation for luxury London department store Harrods, on behalf of London 2012 sportswear sponsors adidas.

The brief, laid out by adidas, was to represent the brand, their products and the athletes that wore them across 16 separate windows, which span the length of the Hans Crescent side of the store. The window displays will be in place for the full six week period of the London 2012 Games.

Team GB athletes Jess Ennis, Phillips Idowu, Louis Smith, Tom Cleverley, Pete Reed, Laura Trott, Tom Daley and the Brownlee brothers each have a window based upon their unique take on what London 2012 means to them. Other windows include one-off installations representing the Team GB kit, designed for adidas by Stella McCartney, the adidas Kids Mascot range, the adidas Originals ranges and the adidas Team GB Red Shoe story.

Nick Craggs, adidas UK marketing director, commented: “adidas has worked with Intermarketing for many years now. They continue to excel in understanding our brand, our channel landscape and the creative and executional demands of both. The work in Harrods is just the latest example of this.”

Intermarketing has also provided creative work for the inside of Harrods, including walkway takeovers, installation plinths, lift wraps and graphic walls, all of which celebrate adidas’ sponsorship of the Games and provide a link from the windows to the fifth floor sports department.

Intermarketing's creative partner, Michael Harris, said: “This project has brought us to a new level. The team have worked tirelessly over months to produce a very special piece of work. Like the Olympics themselves, opportunities like this do not come along often and it has been a pleasure to be involved so closely with two of the world’s top brands.”

Tom Daley

Cycling installation

The Brownlee Brothers

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