Below the Line

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

By Katie Deighton | Senior Reporter

March 18, 2016 | 5 min read

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.

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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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