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Presenting a fashion brand as a night club; this means to newly interpret the brands image and attitude in order to approach the customers on an emotional level and to integrate them actively into the brand strategy. This new concept of brand presentation will be demonstrated with the example of the brand adidas Originals. The tribune-like shape of the club dreiblatt allegorizes a sports stadium in which the focus lies on the center area: the dance floor highlighted by an LED wall. Thus, in addition to a new club being created, beyond that the architecture and the related experience become a beneficial marketing factor.
Seiler, Hardy; Stahmer, Melanie