Music and lights at AREA3
JOBURG - 1 October was a busy night in Braamfontein, with the precinct’s visitors struggling to find space to park their cars ... and here’s why.
AREA3 – the relatively new Adidas clothing store in Braamfontein – came alive for the launch of their new product from the SS16 Tubular collection.
The four new styles were revealed by a group of local models moving around architectural obstacles in an atmospheric window display within AREA3.
All those who frequent the cultural hub that is Braam, already know that the store has attracted many students and even celebrities to its brightly coloured and innovatively set-up store, but on this night, creative lighting and backdrops ensured the essence of Tubular’s conceptual style was perfectly captured.
What made the night even hotter for those in attendance was the arrival of a number of food trucks bearing the most delectable artisanal foods for the enjoyment of the crowd as they watched the show from outside the store.
It didn’t stop there. The lights became more electric when paired with the sounds of South Africa’s hottest DJs, Culoe de Song and Trancemicsoul.
In line with the brand’s modern approach to streetwear, the Tubular styles unveiled on the night are engineered to fit a contemporary lifestyle where innovative technology is as important as a unique design language – now that’s a shoe to suit your life.
The clothing brand’s new shoes are a mix of the old with the new to achieve an eclectic style that is also characteristic of Jozi.
The Adidas Originals team wanted to celebrate the new show with the creation of a collection of images that form part of a Tubular Look Book, exclusively created for the current Tubular product at retail, in a proudly South African context.
The look book is made up of photographs which display the new collection of shoes in the street-chic style that is characteristic of Adidas.
“We kept a cohesive link with the global Tubular Look Books done for Shanghai, Berlin and Paris, but interpreted and executed it for the local market,” stylist of the look book, Gabrielle Kannemeyer explained.
“By using the city’s facades and palisades as the canvas, we gave it some nuances that are unique to the Johannesburg CBD.”
