#ADIDASUNDERGROUND: MONIKER – DAY 7

Posted on 2012-08-07

After the last two events from #adidasunderground festivities celebrated music with the help of illustrious folks like The Stone Roses, Factory Floor and more, the attention of last night’s gathering moved to the sublime art of graffiti. Arts-based company Moniker Projects partnered with #adidasunderground in order to invite the crowd to witness an exclusive cinematic experience which included a screening of short films from artists and curators Futura, Retna and Aaron Rose as well as the UK premiere of A Love Letter For You, the latest film by renowned director Joey Garfield.

adidasunderground.com

  

#ADIDASUNDERGROUND: THE STONE ROSES – DAY 6

Posted on 2012-08-06

It was a truly memorable night of British rock. Hands down the most epic of the nights thus far at the ongoing #adidasunderground venue in Shoreditch, London, a surprise invite-only concert welcomed iconic Manchester band, The Stone Roses to its stage last night. Maybe it was the fact that frontman Ian Brown and the band were playing to an extremely small crowd of about 600 people that made the event so special. Or perhaps the even more unbelievable part about the show was the fact that it was easily the most intimate crowd the band has entertained in well over a decade.

adidasunderground.com

  

#ADIDASUNDERGROUND: FACTORY FLOOR LIVE – DAY 5

Posted on 2012-08-05

Continuing with its music-centered modus from the past few nights, #adidasunderground welcomed London-based band, Factory Floor, to its stage last night for a special live performance. The private event ushered in patrons to the expansive space which had been reimagined slightly from the previous nights placing the stage and DJ booth in the center of the room. After opening its doors at around 9:00 p.m., the crowd began to slowly build into a full capacity audience as the 11:30 p.m. headline act took to the stage.

A room that just 30 minutes previous had been characterized perhaps better by, “mood lighting” was rapidly plunged into a wall-to-wall psychedelic visual experiment of pulsating patterns, pixelized shapes and chromatic geometry. Laying into the drums, synthesizers and noise machines, each element played its roll in bringing the sounds to life through the surround sound system-equipped venue.

adidasunderground.com

  

#ADIDASUNDERGROUND: CHEMICAL BROTHERS – DAY 4

Posted on 2012-08-04

The space played host to an incredibly immersive and fully experiential showing of The Chemical Brothers’ DON’T THINK film. The film, which was originally captured in last year at Japan’s Fuji Rock Festival, was captured on an intricate amalgam of over 21 camera that were positioned throughout the over 50,000 person crowd. The film’s director, Adam Smith, was able to capture the ridiculously “mind-bending” audio-visual live show that is so characteristic of The Chemical Brothers.

For #adidasunderground, the challenge was to take the film, which captures an already intense barrage of lights, sound and music, and augment it in such a way that does the film justice as opposed to detract from the experience. They did just that. Plastered across the sweeping HD screens of the transformed space, the film was paired with a sound system that made you forget that you weren’t actually witnessing the events live and an array of lasers and lights that effectively mimicked the live show’s timing and sequence.

With over 50 make-up artists on hand, the #adidasunderground team took it a step further by requiring all entrants to paint their faces like clowns to mimic the film’s footage.

adidasunderground.com

  

#ADIDASUNDERGROUND: VOLT PARTY – DAY 3

Posted on 2012-08-03

Heavy bass – check. Smoke machines -check. Multi-projector visual experience – check. The stage was set last night perfectly as the doors opened at Shoreditch’s #adidasunderground for a special Volt party. A scene that would make any passer-by jealous they weren’t in the door Queue already, the occasion kicked off to a fully stocked house. Throughout the night, the multi-dimensional visuals would play host to special screenings of Mark James‘ This Dull Ache film as well as a visual barrage by Night Customer and a Joost Vandebrug special film screening.

adidasunderground.com

  

#ADIDASUNDERGROUND: SAM BLAIR FILM – DAY 2

Posted on 2012-08-01

Centered around the training and story of some of Britain’s Olympic hopefuls, the film captures an element that is perhaps too often underexposed once the four-year summer Olympics roll around and the worldwide television coverage cues up — hardwork. Following the athletes through the various emotion rollercoasters and daily training regimens, Personal Best brings to light the humbling reality of the life of Olympic sprinter hopefuls in the years leading up to what they hope is there 10 seconds of fame.

Perhaps a reflection of his own investment in the project, Personal Best began as a school project for Blair during his time at the National Film and Television School in London. With a strong affinity for documentary filmmaking, Blair was tapped by adidas to extend what began as a 17-minute school project, into a full-length feature – his first feature film.

adidasunderground.com