Evolution Scenic triple-deck Adidas stand with Underground-inspired scenic architecture at Sole DXB Dubai.

Festival brand environments need to work as more than visual statements. They must support retail, hospitality, audience engagement and safe public use while remaining closely aligned with the identity of the brand. For Adidas at Sole DXB 2019, Evolution Scenic was commissioned by Jack Morton Worldwide to design and construct a striking triple-deck stand inspired by the gritty visual language of London’s Underground system.


The structure operated as both a retail and experiential environment, combining branded architecture, product display, visitor circulation and a second-level VIP viewing deck overlooking the festival’s main stage. Alongside the scenic design and fabrication, Evolution Scenic also carried out structural analysis to secure Municipality approval and verify the integrity of the build.

The Challenge


The Adidas installation needed to create a strong, immersive presence within the highly competitive visual environment of Sole DXB while also supporting multiple practical functions.


The structure had to accommodate retail displays, visitor movement and elevated VIP viewing within one integrated footprint. At the same time, the overall form needed to reflect the raw, urban aesthetic of London’s Underground and remain consistent with Adidas’s brand direction.


Because the build incorporated multiple levels and an elevated viewing deck, structural safety and regulatory compliance were also critical. The design therefore needed to balance scenic expression with engineering performance and public-event requirements.

The Solution


Evolution Scenic designed and constructed the triple-deck installation using a TSG hybrid system, creating a substantial multi-level structure capable of supporting both experiential and operational functions.


The scenic treatment drew directly from the visual character of London’s Underground, using the architecture of the stand itself to establish the urban identity of the activation.


Retail display areas were integrated throughout the structure to showcase Adidas products without separating the commercial elements from the wider visitor experience.


A second-level VIP viewing deck was incorporated into the build, giving invited guests an elevated perspective of the festival’s main stage while adding a premium hospitality component to the overall activation.


To confirm structural performance and support Municipality approval, Evolution Scenic completed a detailed STAAD analysis. This ensured that the multi-level structure was assessed against the required standards before final execution.


By coordinating scenic design, structural planning, retail functionality and VIP hospitality within one build, the installation operated as a complete branded environment rather than a conventional exhibition stand.

Delivery Highlights


• Adidas activation for Sole DXB 2019.

• Commissioned by Jack Morton Worldwide.

• Triple-deck scenic structure.

• TSG hybrid structural system.

• London Underground-inspired visual treatment.

• Integrated retail displays.

• Multi-level visitor environment.

• Second-level VIP viewing deck.

• Views towards the festival main stage.

• Branded experiential environment.

• Structural engineering coordination.

• Detailed STAAD analysis.

• Municipality approval support.

• Public-event safety and compliance.

• Large-scale scenic fabrication.

• Delivery and installation.

Outcome


The completed Adidas installation created a bold and highly visible presence at Sole DXB 2019 while supporting retail, hospitality and visitor engagement within one multi-level structure.


The triple-deck format allowed the activation to operate on several levels at once, with product displays integrated into the lower areas and the VIP viewing deck providing an elevated festival experience.


The project demonstrates Evolution Scenic’s ability to deliver structurally complex brand activations where immersive scenic design, retail integration, guest experience and engineering compliance all need to work together within a single environment.

Project Ecosystem


Evolution Scenic – Scenic design, triple-deck structural fabrication, TSG hybrid system integration, retail display fabrication, VIP viewing deck construction, STAAD analysis, compliance coordination, delivery and installation.