To support the launch of the Adidas Originals flagship store in New York we were briefed to connect the store to local creative culture. In response we re-imagined the basement of the store as a gallery space, programming it with emerging New York artists creating work that connected with key product releases. Exhibitions were supported with film content used to publicize the space, a print catalog distributed at point-of-sale and a launch event that allowed each artist collaborator to invite their community into the space.