I worked with Adidas and BAYY on the creative and spatial direction for a collaborative Block Party at the Adidas London flagship, celebrating Adidas’ new releases created in collaboration with a collective of creatives, including Manga Saint Hilare, BAYY and others. The event brought all of the collaborators together through a shared celebration of their individual pieces and collections, creating an immersive environment around the wider release.
The event featured live performances from Lisa Maffia and Ms Banks, Manga Saint Hilare and Bacardi cocktails. I designed and curated the event environment, creating a playful, immersive space through bespoke elements including “Bayy-gel Queen”, a bagel stall with custom packaging, rum punch fridges styled like a corner shop, a custom DJ booth and a series of set pieces designed specifically for the activation. As part of BAYY’s collaboration, I also designed the limited-edition “One of Your Five a Day” collection, including tracksuits, tank tops and fruit-inspired packaging, which were released in-store as part of the wider Adidas activation.