ADIDAS PAVILION SPIRAL THEATRE AT THE BEJING OLYMIPICS IN CHINA

The Otherside developed a concept for the Adidas Pavilion Spiral Theatre as part of the Beijing Olympics. The theatre would encompass a spiral walkway of three rings that culminated in 30 ft. tall LED screens. The crowd would enter from the top of the spiral walkway looking inwards and then arrive at the base looking up from the center of the spiral. We wanted to go with something more universal and not just about the Adidas products. The concept was to use the earth’s elements: Space, Sky, Sea, Earth, Water and Fire as a metaphor for the different levels of emotion an athlete goes through: anxiety, fear, excitement, focus, anger, sorrow and joy. These emotions were captured in the video footage to great effect.

The example clip represents some of the early style frames we designed.