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Adidas launches six-day cultural pop-up in Shoreditch for shoe launch

Adidas Originals has embarked on an ambitious experiential project to launch its new shoe brand, NMD.

The sportswear brand has selected a coffee shop/warehouse space in Shoreditch as the location for its Future House – a six-day, six-night pop-up that aims to inspire and celebrate London’s creative talent.

Adidas Future House

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The two-storey space, which has been adorned with foliage, graffiti-style murals and strobe lighting, opened to the public last night (17 March) with performances from the likes of Annie Mac, Joey Bada$$ and Wretch & Avelino.

Future House will play host to a series of drop-in performances and workshops that will encourage visitors to tread their own path in life. Each educational session will be focused on music, art and fashion.

The brand will also host film screenings, an art exhibition, an interactive installation and a daily barbeque.

The live experience has been created in celebration of the new NMD trainer, which Adidas is billing as a shoe for the next generation of creatives.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

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