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Adidas Originals X J-EIGHT (2021)

Adidas flagship store has opened on Garosu-gil, located in Sinsa-dong, one of the hot places in Seoul.Nowadays, most stores in Garosu-gil often collaborate with artists to decorate their stores artistically.Therefore, the Adidas store, which will be opened this time,also worked with various artists to express the color of the Adidas brand in an artistic way.I worked…

Adidas Originals X J-EIGHT (2021)

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Adidas flagship store has opened on Garosu-gil, located in Sinsa-dong, one of the hot places in Seoul.
Nowadays, most stores in Garosu-gil often collaborate with artists to decorate their stores artistically.
Therefore, the Adidas store, which will be opened this time,
also worked with various artists to express the color of the Adidas brand in an artistic way.
I worked in charge of digital murals on the right side of the store.
Adidas hoped that three keywords would be expressed in wall graphic.
There were three keywords requested : Seoul, Garosu-gil, and Adidas.
I knew retro was in fashion now and thought Adidas was a brand that could symbolize the oldskool culture of the 80s.
Therefore, to express these three keywords in one way, the concept of the '80s oldskool was planned.
Seoul is the city where the 88 Olympics were held. And there are three colors that symbolize the 88 Olympics,
yellow, blue, and red, which are consistent with the three lines that represent Adidas.
Therefore, three colors were applied to the top and bottom of the painting to draw three lines representing Adidas. Along with the ones symbolizing Seoul and Garosu-gil, Adidas products and various retro items were placed together.
Several items expressing keywords centered on the Adidas trefoil logo in the center were drawn with a bouncy feel.
The completed 3.4m by 3.4m wall graphic is posted on the right side of the store,
and inside the store, a reduced poster is distributed to customers for free.
서울 신사동에 위치한 가로수길에 아디다스 플래그쉽 스토어가 7월 9일 오픈합니다.
근래들어 가로수길에는 아티스트들과 협업하여 여러 아트컨셉 매장들을 선보이는 브랜드들이 많아지고 있는데요
아디다스 역시 여러 아티스트들과 협업하여 기존 ABC마트가 있던(커피스미스 카페 왼편) 위치에 매장을 오픈하게 되었습니다.
저의 경우 매장 우측에 있는 주차장 입구의 커다란 구조물에 가로세로 3.4m정도의 그래픽 작업을 맡게 되었는데요
아디다스와 서울, 가로수길이라는 3가지 키워드가 작품에 잘 어우러져서 표현되었으면 좋겠다는 의견을 전달받았습니다.
그래서 저는 이 3가지 키워드를 80년대 레트로를 컨셉으로 하나로 묶어 표현했습니다.
상단과 하단의 레드, 옐로우, 블루 컬러로 된 3개의 라인은 88 서울올림픽을 상징하는 컬러임과 동시에 아디다스의 상징인 3줄 라인을 나타내고 있습니다.
그리고 80년대 활동했던 RUN DMC를 모델로 기용하며 지금까지도 많은 힙합 아티스트들과 댄서들에게 80년대 올드스쿨 힙합의 상징이자
패션웨어로의 입지를 굳힌 아디다스의 브랜드 컬러를 저만의 해석과 스타일로 표현했습니다.
여러 요소들이 위에서 와르르 쏟아져내려  바닥에 튕겨 터져올라오는 형상을 나타내기 위해
여러 사물형태로 그려진 아이소메트릭 아트웍들을 역동적으로 배치하였습니다.

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First Draft


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Second Draft

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Third Draft




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Final

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