The new face of adidas flagship stores: A Generative Identity System for Retail Screens – bespoke, dynamic, scalable.

Remixing a huge database of brand content and realtime graphics onto multi-screen clusters, with a powerful, custom-built tool – an infinite stream of ever-changing content.

: FIELDxadidas Generative HJ2A1490-2 by FIELD.IO
: HJ2A2372-2 by FIELD.IO

In a closely collaborative process with adidas Brand Design, FIELD.IO designed and implemented a fully dynamic generative system, bringing to life the store’s motion and identity design conceived by cutting-edge graphic studio DIA.

Campaign photo + video, kinetic type and procedural animations, are all animated and arranged into ever new compositions in real-time – and customised per store area and theme. Localised design elements make each store unique, whilst keeping up a bold and cohesive visual language.

From a plug-and-play rollout to a bespoke flagship version, the Generative System provides solutions for any scale and use case. Designed to scale to any screen formats and arrangements, from pop-up to flagship.

A key selling point of the Generative System is its integration with adidas’ existing content management system Scala: seasonal brand and campaign content is uploaded and scheduled through the familiar CMS channels, whilst the generative motion design takes over the entire store at scheduled intervals.

: FIELDxadidas Generative HJ2A2692 by FIELD.IO


Commissioned by

adidas Brand Design

Generative Design System by


Motion and Identity Design by


Photo + Video Asset Production by


Executive Creative Direction

Marcus Wendt

Creative Direction

Mike Hughes

Creative Lead

Xander Marritt, Fleur Isbell


Alice Shaughnessy

Lead Developer

Bruno Imbrizi

Coded by

Jonas Otto, Seph Li, Riccardo Cambiassi, Samuel Honigstein

Additional Motion Design

Julien Bauzin

Executive Producer

Xavier Boivin

Strategy + Consulting

Vera-Maria Glahn

Documentation Video

Safwaan Motara

Documentation Audio


In-store documentation London

Chris DuMont