EQT Drop 3
CLIENT: Adidas // ©Latitude
SCOPE: Develop a refresh of the EQT brand identity (launched in January) for window, in-store, and pedestal displays for fashion channels to display in Spring 2017.
LOCATIONS: Extra Butter - NYC,NY // WISH - Atlanta,GA // UBIQ - Philadelphia, PA // Blends - Los Angeles, CA
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CONCEPT DESIGN + PHYSICAL RETAIL EXPERIENCE & IN-STORE DESIGN + CAMPAIGN REFRESH
DROP 2
CONCEPT: ESSENTIALS BREAK DOWN
The EQT shoe, “everything that’s essential. nothing that is not”, became popular during the 80’s & 90’s in East Berlin right before the fall of the Berlin Wall and was considered a high-end sneaker that only came in green, black & white. Inspiration came from this rebellious scene in history, graffiti layered wall, colors of the original shoe, and the idea of layers peeling of to reveal “only the essentials”. The thought was to show off the shoe just as it is. The speakers are a nod to the era of time and how change speaks louder than any noise but the essentials will always remain essential.
