115 Spring St is the new home of Adidas Originals in New York City. Exposure were briefed to inject a seam of culture within the retail environment that would connect with the local community of New York creators. In response we created a gallery space showcasing the work of emerging New York artists through a curated program of residencies, exhibitions and installations. Artists are selected to connect with brand themes on a conceptual level.
Each exhibition is accompanied with a film portrait of the artist, printed catalogue and an opening event. These assets work to amplify the activation through a multi-channel approach that connects with audiences through trusted channels. The gallery opened with an exhibition of work by Signe Pierce whose electric palette of colors provided the perfect allegory to the Gazelle product story.