Sportswear brand Adidas Originals celebrated the launch of its new Superstar Supercolor range with an interactive light show over London’s Hackney Reservoir last week (1 April).
More than 60 interactive lights lined the venue, which were controlled by guests through Twitter. Participants could choose from five colours selected from the 50-strong Supercolor collection and tweet their choice, along with the hashtag #supercolor.
Clothes also appeared floating above the water along with a ‘smoking gun’ trefoil, in a nod to the campaign film starring Pharrell Williams. The singer appeared on a screen to thank guests for coming just before 9pm, before the Supercolor Live synchronised laser and music experience began.
Dance music act Koreless performed live as a lightshow designed by Marshmallow Lazer Feast took place.
Other highlights inside the main venue included Supercolor Wheel, a doodle-board made from all 50 trainer shades, and the Sneaker Tree, where the new product line appeared to grow organically from a tree’s branches.
Adidas worked with psLIVE UK to create the experience, along with Carat and John Doe Communications.