adidas take over Harrods’ windows with Team GB Olympic-themed displays
By Faye Oakey on Thursday, August 2, 2012
London 2012 sportswear sponsors adidas has completed a major one of a kind window installation for London department store Harrods; the displays span across 16 separate windows, and cover the length of the Hans Crescent side of the store, which is passed by tens of thousands of locals and tourists everyday.
The window displays will remain in place for the 6 week duration of the games and support Team GB, with athletes Jess Ennis, Phillips Idowu, Louis Smith, Tom Cleverley, Pete Reed, Laura Trott, Tom Daley and the Brownlee brothers each having a window based upon what London 2012 means to them.
Other windows represent the Team GB kit, designed for adidas by Stella McCartney, the adidas Kids Mascot range, the adidas Originals ranges and the adidas Team GB Red Shoe story.
Creative work for the inside of Harrods to coincide with the outer displays has also been provided; including walkway takeovers, installation plinths, lift wraps and graphic walls, all of which celebrate adidas’ sponsorship of the Games and provide a link from the windows to the fifth floor sports department.
What a great way to tie the London 2012 games and Team GB to the Great British highstreet, when there are so many tourists in our capital. By using an official sponsor, and collaborating with a London landmark like Harrods, it is sure to grab attention, and make sure London 2012, has that London, British feel for visitors.
Involved agency: Intermarketing