In the midst of the buzz surrounding the launch of a new product line, Artificial Rome took a bold step forward by creating the world’s first fully virtual sell-in event for Adidas. This pioneering initiative set a new benchmark in immersive experiences, offering attendees a 20-minute VR journey that brought them face-to-face with Adidas executives, provided an up-close look at the latest products, and transported them into a 360-degree arena where the official WM match ball was revealed.
The event, designed to be experienced in groups of up to 30 visitors simultaneously across 8 countries, marked the beginning of a global rollout. Held within a 60-meter-high semi-open space, the show featured dynamic architecture that shifted with the event’s dramaturgy, creating an atmosphere reminiscent of a stadium but entirely reimagined. The VR technology was pivotal in ensuring confidentiality, as attendees could explore and engage with the content without any risk of leaks or unauthorized sharing.
This cutting-edge project not only delivered an unparalleled experience for Adidas stakeholders but also set a new standard for virtual product launches. By combining innovative design with immersive VR, we ensured that the event’s impact was both profound and secure, protecting the company’s intellectual property while captivating audiences globally.
