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ripe design (UK) Ltd
Clarence House
48 Black Bull Street
Leeds
LS10 1HW

tel: +44 (0) 113 204 2800
fax: +44 (0) 113 204 2801

e-mail: info@ripe.co.uk

Registered in England & Wales. Company No. 2854317
Vat number: GB 834 8624 07

 

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Argentum
2 Queen Caroline Street
Hammersmith
London W6 9DX

tel: +44(0) 208 323 8005
fax: +44(0) 208 323 8055

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CAPE TOWN
Ground Floor
Unit 2D
Black River Park North
Fir Street
Observatory
7925

tel: +27 (0) 21 447 5107
fax: +27 (0) 21 447 5108

e-mail: craig@ripe.co.za
web: www.ripe.co.za

adidas London Marathon stand

Background Information

After successfully completing two high-profile consumer running events (FLM 2003 and Dublin 2003) adidas asked Ripe to look after the complete design, build and management of the FLM presence in 2004 at London’s ExCel venue. Ripe worked to help shape both the brief and budget prior to commencing any development work.

Brief

Create a central 21m x 21m stand that will drive sales across apparel and footwear and communicate the core running messages for 2004 ‘Impossible is Nothing’. The stand had to include moving and static imagery as per 2003 to educate the audience as well as provide a real focus on the footscan and mi adidas systems – adidas’s main points of difference.

Solution

The stand was constructed from four quadrants with a central hexagonal structure. The central structure contained large overhead sweeping graphics with footwear produce displayed on all sides, plasma’s played a bespoke promotional DVD, also created by Ripe. The structure housed a store-room and two changing rooms in order to maximise use of space. The front of the stand contained footscan and mi adidas zones with a separate enquiry desk; a bespoke queuing system was introduced based on learning’s from 2003. Apparel and accessories were positioned at the rear of the stand to forma specific retail area with a purpose built check-out. As per the rest of the stand, retail was surrounded by a 2m wall which had a viewing slat. The objective of the wall was to provide a reasonably enclosed space that didn’t prevent passers-by from looking in or make visitors feel boxed-in.

Result

Adidas had a second consecutive year in terms of record sales since their sponsorship of the Flora London Marathon began. The brand was communicated effectively and the average time that visitors spent on the stand was increased over 2003.