Adidas’ Urban Art Guide App for Berlin – more street cred for zie German wunderbrand

Adidas' latest branded utility - the urban art guide for Berlin

Adidas' latest branded utility - the urban art guide for Berlin

I’ve been talking about one of the key rules for youth brands being ‘DO STUFF before you say stuff’, well Adidas already has way more street culture cred than Nike or Puma via their Originals range,  but they’ve now come up with a cool app which consolidates that position, in German anyway. They’ve created the Adidas Urban Art Guide to Berlin which lists all the top graffiti locations in the city.

Users download the application for free, giving them access to a Google map of Berlin that’s pegged with the locations of its urban art masterpieces. The map can be navigated in several ways: “Find artworks nearby” provides users with a map of art works in their immediate vicinity; “Tour guide” calls up a curated walking tour of local urban art; and “Gallery” gives users the option to browse the city’s street art and then seek out their favourite pieces. Users can click on each marked location to call up images as well as information about the piece, the artist and further references.

The app’s interactive elements including rating and commenting functionalities, and letting users upload their own snaps of new art, which keeps the map cutting-edge at no extra cost to Adidas. Berlin is currently the only city on the Urban Art Guide’s map, but I imagine it’ll be in NYC, London, Tokyo soon.

 Smart move on behalf of Adidas, getting the brand straight into the hands of its target audience, while reaffirming its street credentials and delivering real brand utility.

Like to go to school here?

How could you not be creative studying here?

How could you not be creative studying here?

I feel no sympathy at all for any kid in Berlin who complains about school if their school is Erika-Mann Grundschule II . The entire school was recently re- designed by the kids themselves with Baupiloten, a group of architecture students.

A group of just under 10 architecture students worked on the Erika-Mann Grundschule II project. The kids who are using the space participated actively in the design process, giving the architecture students their views on how they will actually use the space, how it should function and what they’d love to see in their school.
Together they sought to lighten and cheer up the heavy and authoritarian air of their old school building from 1915. They developed a playful concept based on a fantastical world of the Silver Dragon. The farther into the building one moves, the stronger one feels the presence of the Silver Dragon whose spirit changes, moves, glows and shimmers.

The different spaces are called Snuffle Garden, Snuffling Room, Chill Room and Dragon’s Breath, each starting with a clean white background and offering freedom of expression in the form of flexible furnishings. I think a few of the schools in Australia could do with a makeover like this???