Berlin Fashion Week is the destination for fashion originality and the latest trends. We created, executed and activated a next level pop-up store to showcase and celebrate the creative collaboration between adidas and Zalando. On top of developing the store’s spatial design and consumer concept, we rolled out a digital run-up strategy to increase awareness, curated a noisy influencer opening party to take it social and curated daily in-store activations to hype retail. We also brought the pop-up’s neighbourhood to life with colourful street art that guided visitors to the store and amplified the adicolor story around the key city and beyond.