Contemporary Artists Take the Stage at adidas Originals and Zalando Event
See how they found true expression in the brand’s new FW24 collection.
In the midst of a busy fashion month, Zalando and adidas Originals came together in Berlin to host an alternative showcase of the sportswear brand’s new season collection. Bringing style, art, and dance into one space, it looked to bring the pieces to life through various forms of expression.
The invite itself had given guests a sneak peek into what was to come. On a white sheet, artistic heat maps were printed to represent movement, and in particular, individuals dancing in groups. Playing on adidas Originals’ slogan this season: “Connected through culture, united in movement,” the focus was set around interdisciplinary live performance, where the concept of “Immersion” aimed to connect the viewers with performers Awake Crew.
An intimate group of 40 people headed to the experiential event held at Peres Projects in Berlin. Located in the center of the city, the venue, typically used as an art gallery, was stripped back into a blank canvas. On arrival, guests were greeted by an extravagant foodscape on a sculptural table designed by Table Farrah. The assortment drew inspiration from the adidas Originals Fall/Winter 2024 palette, bringing vibrant splashes of blue and yellow to the middle of the room.
Soon, the atmospheric music began to build and attention turned to the main studio space. As onlookers gathered, the dancers of Awakecrew congregated in the center led by the founder of the collective and choreographer Roman Varava. Styled in outfits from the respective collection, they used the baggy silhouettes of the shorts, track jackets, and shirts to enhance their viscerally inclined movements as a group.
Their contemporary dance was platformed by various three-striped sneakers including the sleek SL72, metallic Country OG, and monochromatic Taekwondo. While presenting unique styles, each model provided a streamlined silhouette that gave way for boundless expression. After the live performance, the dancers dispersed from the studio, allowing guests to fill up the room and continue mingling with the sounds of the rhythmic soundtrack as well as the free-flowing bites and drinks.
Take a look back at the Immersion event in the gallery above.
To shop the adidas Originals Fall/Winter 2024 collection, head to Zalando’s website now.
