Adidas @ Sole DXB – Triple-Deck Scenic Stand

Building A Three-Deck Urban Environment For Adidas At Sole DXB

In December 2019, Evolution Scenic was commissioned by Jack Morton Worldwide to design and construct a triple-deck stand for Adidas at Sole DXB in Dubai. The installation combined retail space, branded scenic construction and an elevated viewing platform within a substantial multi-level temporary structure. From the outset, the project required the scenic concept to be developed alongside the structural and operational requirements of the build. This created an environment that needed to function effectively as retail space while also delivering a strong architectural presence within the event.

The visual direction took inspiration from the gritty character of London’s Underground system and established the main design language for the stand. Rather than treating this reference as a simple graphic treatment, Evolution Scenic translated it into a three-dimensional scenic environment with multiple levels, architectural detailing and integrated retail functions. Branded surfaces, structural features and circulation areas worked together to reinforce the urban character throughout both the exterior and interior spaces. This allowed the design concept to remain consistent across the full structure rather than being limited to isolated decorative elements.

The completed installation combined visual identity with practical use across all three levels of the stand. Retail areas were integrated directly into the scenic construction, while the elevated viewing platform introduced an additional functional layer above the main customer-facing spaces. The multi-level configuration gave the stand a stronger physical presence and allowed different operational zones to coexist within one coordinated temporary structure. The result was a unified environment in which scenic fabrication, structural design, retail functionality and branded architecture were developed as parts of the same overall build.

Translating An Urban Design Into Scenic Construction

The London Underground reference established a strong architectural language for the build and informed the treatment of both the exterior and interior spaces. The stand incorporated multiple decks, branded architectural surfaces, railings, graphic treatments and integrated retail areas to create a cohesive urban environment. Rather than treating these elements as separate features, the visual language was carried throughout the structure so that each level formed part of the same scenic composition. This helped the installation read as a complete temporary environment rather than a conventional exhibition stand with added decorative elements.

Delivering that design required the scenic fabrication to be closely coordinated with the primary structural construction. A triple-deck environment introduces substantially different technical requirements from a single-storey branded stand, particularly in relation to vertical circulation, elevated areas and the additional loads associated with the upper levels. Retail functions, viewing areas and architectural treatments all needed to work within the same structural framework while maintaining the intended appearance of the design. The scenic elements therefore had to be developed around the structural logic of the build rather than applied independently after the main frame was complete.

Evolution Scenic approached the installation as a complete temporary structure rather than a collection of independent display components. The relationship between the primary frame, upper decks, circulation routes, retail zones and scenic finishes had to remain coordinated throughout the technical design and fabrication process. This integrated approach allowed the visible architecture to retain the intended Underground-inspired character while supporting the practical requirements of a multi-level installation. The result was a unified scenic environment in which structural engineering, architectural detailing and branded fabrication operated as one complete system.

Integrating Retail Into The Scenic Build

The Adidas installation was designed to function as both a retail environment and a branded experiential space. Retail displays were integrated directly into the scenic structure, allowing product presentation to sit within the wider architectural composition rather than appearing as a collection of separate furniture or display units. This approach required the scenic construction to support practical retail functions while maintaining the visual language of the overall design. Shelving, branded surfaces and product presentation were therefore treated as part of the built environment rather than as additions placed within it.

The interior images show display shelving, branded finishes and merchandise presentation incorporated directly into the constructed scenic space. These elements helped the retail areas remain visually connected to the wider Underground-inspired aesthetic used throughout the installation. For scenic fabrication, this type of integration is important because display zones need to work with circulation, branding and surrounding architectural features while remaining practical for repeated use. The result was a cohesive retail environment in which product display and scenic architecture operated as part of the same temporary structure.

Fabricating The Architectural Treatment

The exterior of the structure combined branded scenic surfaces with architectural detailing to establish the intended urban visual language. Large-format Adidas signage was integrated into the upper elevations, while Underground-inspired references were carried across both the façades and internal areas. The scenic treatment included branded panels, architectural features, railings and retail construction, giving the structure greater depth than a conventional flat exhibition backdrop. This layered approach helped the exterior read as a complete temporary architectural environment rather than a collection of separate branded elements.

The supplied project information confirms the use of a TSG hybrid structural system but does not identify the exact materials used for the individual scenic components. Specific details such as sheet goods, cladding substrates, paint systems, graphic production methods and finishing products are not provided in the available source. These material specifications should therefore not be assumed or added without reference to the original fabrication documentation. Keeping those distinctions clear allows the case study to remain technically accurate while still describing the confirmed relationship between structure, scenic treatment and branded finish.

Structural Compliance And Technical Delivery

The technical design formed an important part of the project from the outset and was developed alongside the scenic concept rather than treated as a separate exercise. Evolution Scenic completed a detailed STAAD analysis to secure Municipality approval and demonstrate the structural integrity of the triple-deck installation. This was particularly important for a temporary multi-level structure, where the architectural treatment needed to sit over a properly assessed structural system. The engineering process therefore provided the framework within which the scenic fabrication, circulation areas and upper viewing deck could be developed safely and accurately.

The scenic fabrication operated in direct coordination with the technical engineering throughout the build. The primary structural frame, elevated VIP deck, retail areas and external architectural treatments all needed to align as parts of one integrated temporary environment. This required the visible scenic elements to work around the structural logic of the installation rather than conceal or compromise it. The result was a coordinated build in which structural design, scenic construction and branded architectural detailing were brought together within a single three-level structure.

Delivering The Completed Stand

The completed Adidas installation formed a prominent triple-deck scenic structure at Sole DXB in Dubai, giving the brand a substantial architectural presence within the wider event environment. Its three-level configuration allowed the structure to combine visual impact with multiple functional uses across the different levels. Integrated retail displays provided a practical commercial layer within the scenic build, while the elevated VIP viewing deck introduced an additional operational space above. Together, these elements allowed the structure to function as both a branded destination and a usable temporary environment.

Externally, the completed build expressed the visual language of an urban underground setting through its overall form, finishes and architectural detailing. Internally, the scenic construction created a functional retail environment with branded display areas, coordinated surfaces and clearly defined customer-facing zones. The relationship between the outer architectural treatment and the internal fit-out helped maintain a consistent brand identity throughout the installation. The finished project demonstrates how Evolution Scenic combines structural design, scenic fabrication and installation to deliver temporary environments that need to perform as both architecture and branded experience.