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AREA3 1.0

2017

A multi-purpose culture space in the heart of the Maboneng Precinct, Johannesburg.

Despite its iconic status as one of the greatest streetwear brands in the world, in 2012 adidas Originals was losing traction against it’s rival in Johannesburg.

We needed to create a consistent voice and presence for the brand in order to win back the heartland of street culture in South Africa.

Young South Africans have taken full control of their identities and have used subculture has avenue for defining their self-identity. At the centre of this is a burgeoning interest in street culture and it’s fashion.

AREA3 was a 496-sqm multi-purpose culture space in the heart of the Maboneng Precinct, Johannesburg.

This once derelict warehouse became an always on, constantly evolving hub for curated support of key campaign and product stories over a period of 24 months.

From skate parks, to fashion shows, exhibitions, immersive product installations, block parties and influencer dinners, AREA3 made credible and inspirational adidas Originals stories tangible on the streets of Johannesburg.