A Fitness Festival With Nightclub Energy
adidas x Les Mills Live │Global
Brand Activation
THE ASK
Reimagine Berlin’s iconic Kraftwerk club space as a high voltage fitness takeover for adidas x Les Mills Live. Create an immersive brand environment that merges endurance training with the cultural pulse of the city.
THE CONCEPT
Set inside a former electrical power plant turned underground club space, the visual language pulled directly from Berlin’s cultural DNA. Neon pulsating car washes. The utilitarian glow of late night späti stops. Gritty nightlife colliding with city infrastructure. Endurance converged with rave culture into one energetically charged spatial experience.
The graphic system was bold and immersive. Motion blurred prints, oversized banners, and kinetic installations wrapped the architecture, choreographing circulation like a maze. Scale was reiterated at every turn. Color, light, and typography moved in sync with sound. DJs and HIIT sessions coexisted, feeding off shared intensity.
Across more than 200 custom built assets, from race tracks to reset zones to retail touchpoints, the environment dissolved the boundary between workout and rave.
MY ROLE - BRAND DESIGN, ART DIRECTION, PRODUCTION DESIGN, MOTION DESIGN, EVENT DESIGN
THE RESULT
A fully embodied brand world. Loud. Relentless. Communal. Fitness not just performed, but felt reverberating through the walls.