Via della Moscova 26. Milan / May 2016 / Adidas / RCS
Via della Moscova 26. Milan / May 2016 / Adidas / RCS
On the occasion of the final of the football Champions’ League, Migliore+Servetto Architects has designed for Adidas a complex set of installations for the new Football Base, located in the heart of Milan. The studio was called to animate the pre-existing structures of Playmore Moscova camp to host daily challenges, exclusive training sessions and enthralling competitions.
An articulate punctuation system defines the space and characterizes the areas destined to Adidas events: the installation, made of metallic mesh and methacrylates, marks the entrance as a sort of temporary ap-propriation of spaces; it then follows through “the box”, a small central pavilion in which the brand’s prod-ucts are on display, all in a strong visual connection with the context; and it ends with “the cage”, an open structure made of metallic mesh and marked by graphics and lights, an elevated ring representing the perfect location for the most exclusive matches.
The common thread running through the project is clearly the environmental graphics that, spread widely throughout the area, translates Adidas advertising campaign “first never follows” in a spatial key all in close link with the signage; moreover, the whole system is characterized by a metallic element modulated by the metallic mesh and by the transparencies of the colored methacrylate.
Lastly, the anamorphic construction, built beside the football camps, is conceived as the key element of the graphic spatial concept. On the accessible side of the long, scenographic corridor, that separates the playgrounds, an unexpected perspective effect has been designed: an anamorphic, optical illusion where the claim “first never follows” floats in the space as single letters that put themselves back together returning the overall image.
The result is a great effect able to distort the perception of distance and depth, deeply connecting the physical space to the communication message of the claim, which thus re-emerges with a strong and ironic evocative impact
photo courtesy of RCS Mediagroup
On the occasion of the final of the football Champions’ League, Migliore+Servetto Architects has designed for Adidas a complex set of installations for the new Football Base, located in the heart of Milan. The studio was called to animate the pre-existing structures of Playmore Moscova camp to host daily challenges, exclusive training sessions and enthralling competitions.
An articulate punctuation system defines the space and characterizes the areas destined to Adidas events: the installation, made of metallic mesh and methacrylates, marks the entrance as a sort of temporary ap-propriation of spaces; it then follows through “the box”, a small central pavilion in which the brand’s prod-ucts are on display, all in a strong visual connection with the context; and it ends with “the cage”, an open structure made of metallic mesh and marked by graphics and lights, an elevated ring representing the perfect location for the most exclusive matches.
The common thread running through the project is clearly the environmental graphics that, spread widely throughout the area, translates Adidas advertising campaign “first never follows” in a spatial key all in close link with the signage; moreover, the whole system is characterized by a metallic element modulated by the metallic mesh and by the transparencies of the colored methacrylate.
Lastly, the anamorphic construction, built beside the football camps, is conceived as the key element of the graphic spatial concept. On the accessible side of the long, scenographic corridor, that separates the playgrounds, an unexpected perspective effect has been designed: an anamorphic, optical illusion where the claim “first never follows” floats in the space as single letters that put themselves back together returning the overall image.
The result is a great effect able to distort the perception of distance and depth, deeply connecting the physical space to the communication message of the claim, which thus re-emerges with a strong and ironic evocative impact
photo courtesy of RCS Mediagroup
