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Party for Adidas

Adidas took over a large scrapyard in the Paris region to stage the dramatic destruction of the former French team bus in front of an audience ready to slough off the bitter memories of the 2010 World Cup, thus opening a new realm of possibilities.

The standpoint of the stage design was to re-appropriate and glorify the rough, industrial world of the scrapyard. The venue’s components were given a twist and reorganised to serve as scenery and define the visitors’ route. A large crane at the entrance inserted into the windscreen of a Porsche became a sculptural feature, where the broken metal and glass were reworked through the use of light. The bar was made of compressed vehicles.

The chapel raised to the glory of Messi mingled and subverted the codes of religious architecture and work with industrial materials: a backlit icon of the player, an altar highlighting the new football boot at its centre, the concrete floor and walls decorated with wire mesh and neon lighting were all details idealising the love of football.