Adidas' Newsstand of the Future Envisions the Ozweego Style's Legacy
Laura McQuarrie — August 13, 2019 — Fashion
To celebrate the past, present and future of the Ozweego style it originally launched in 1996, Adidas Originals created the Newsstand of the Future. With a pop-up space in NYC, Adidas is giving people the chance to step into the year 2048 to honor the 50th anniversary of the iconic 90s shoe.
The futuristic experience is initially deceptive and seemingly all too familiar, as it is styled like a fairly classic New York bodega from the outside. After chatting with the cashier, visitors will be welcomed into a portal via the newsstand's fridge that reveals an entirely new room. Within this space, a vision of New York City in 2048 is projected onto the walls and at the center is a newspaper dispenser. Naturally, entering the code "2048" unlocks access to Adidas magazines featuring the new Ozweego shoe, with select editions containing free tickets for Ozweego sneakers.
The futuristic experience is initially deceptive and seemingly all too familiar, as it is styled like a fairly classic New York bodega from the outside. After chatting with the cashier, visitors will be welcomed into a portal via the newsstand's fridge that reveals an entirely new room. Within this space, a vision of New York City in 2048 is projected onto the walls and at the center is a newspaper dispenser. Naturally, entering the code "2048" unlocks access to Adidas magazines featuring the new Ozweego shoe, with select editions containing free tickets for Ozweego sneakers.
Trend Themes
1. Futuristic Experiential Retail - The Newsstand of the Future demonstrates the trend of creating immersive and interactive retail spaces.
2. Nostalgia Marketing - Adidas' celebration of the Ozweego style's legacy taps into the trend of leveraging nostalgia to connect with consumers.
3. Augmented Reality (AR) Projection - The projected vision of New York City in 2048 showcases the trend of using AR to enhance and transform physical spaces.
Industry Implications
1. Fashion and Apparel - The fashion and apparel industry can explore implementing immersive retail experiences to enhance brand engagement and loyalty.
2. Marketing and Advertising - Marketing and advertising professionals can capitalize on nostalgia by incorporating elements of the past into their campaigns.
3. Technology and Entertainment - The technology and entertainment industry can leverage AR projection technology to create immersive experiences in various settings, including retail spaces.
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