adidas Originals just shut down Paris to launch their latest sneaker.
The all-new adidas Deerupt champions a grid design as its central design principle, and Complex was invited to Paris to get the lowdown on this new release.
Inspired by a smaller use of the pattern on an adidas Marathon runner first constructed in the 80s, the grid design is stretched to cover the entire shoe, with the Paris launch marking the debut of adidas' disruptive new silhouette.
Taking place in the stunning settings of the Louvre Carrousel in Paris, the launch party featured an impressively immersive and interactive experience. The silhouette's grid-like design was echoed across the site, from the glassed pattern on the iconic Pyramide De Louvre and throughout the concourse inside, the event tangibly brought the shoe to life.
Linking up with several established Paris-based creators, who gave their own takes on the grid aesthetic through interactive workshops and a dynamic dining experience, adidas Originals kept the DNA of Deerupt as the centerpiece of an expansive spectacle.
Guests were then introduced to the shoe by Nic Galway, adidas Originals Senior Vice President of Design, before being treated to an avant-garde menu constructed by culinary creatives Shay Ola, Jean Imbert and Dinara Kasko, where perception, taste and textures were disrupted during a three-course meal.
Guests were then able to take part in workshops, including a virtual reality masterclass with MONOCHROME, a print lab with Bureau Berger, a digital styling session with Paul and Martin and live tattoos by Leo Gavaggio, where people were actually getting permanently inked up.
Hoodrich Pablo Juan-collaborator Brodinski and Parisian powerhouses Justice then proceeded to shut the party down with their own blend of hip-hop, house, trap, and beyond in resounding fashion, capping off a frenetic few days for the release of adidas' striking new sneaker in style.
adidas Originals' new silhouette releases worldwide on March 22. Head to adidas for more information.