If you’ve been commuting through Old Street Station this week, you might have noticed the tunnels have had a bit of a makeover. Graffiti, big statements and torn fly posts have taken over, promoting the launch of the Adidas Futurehouse.
Follow the teasers and you’ll find yourself on Curtain Road outside Old Street Station. This is where over six days and nights, Adidas Originals is celebrating the release of their NMD sneaker by bringing together London’s best creative talent to one location: Futurehouse.
More than a shop, Futurehouse is a concept space is dedicated to bringing to the life the inspirations behind the NMD sneaker and promoting its release to East London’s creative community. Visitors can discover everything from exclusive talks with industry tastemakers, art installations, film screenings, sneaker showcases and even a daily BBQ.
Adidas collaborated with everyone from DJ’s and musicians such as Joey Bada$$, Annie Mac and Wretch32 to like-minded publications such as HYPEBEAST and exciting British new gen artist’s such as a2, Connie Constance, SNE and Nadia Rose.
Each day is curated under a new theme such as ‘under the radar’, ‘past empowers future’ and ‘your future is not mine.’ Every experience and event inside the space has been designed to echo the bold and innovative design of the sneaker and the mantra behind it; the past empowers the future.
With Futurehouse, Adidas also aims to support upcoming artists and musicians and to encourage people to champion their own individuality and creativity. Feeling inspired? Head over to 27 Curtain Road, EC2A 3LT to check it out. Or if you can’t make it person, follow the conversation online @adidasuk
Discover the space where Adidas made its idea happen here.