VOLT MAGAZINE X ADIDAS #adidasunderground

What a visionary feast Friday night was at the Volt Magazine x Adidas #adidasunderground party. On day 3 of Adidas underground series (in succession of their Official sponsorship of 2012 Olympics) they teamed up with the oversized bi-annual (and friends) Volt Magazine. The colourfully stylish crowd arrived to take part in the interactive experience, whereby everyone had to collect a specific wristband at the car-park opposite to enter into the evenings events. Greeted by a gigantic wall covering of Bradley Wiggins at the entrance, which when you looked close you could cleverly distinguish that his face was designed as a bike... and rightly so he took centre stage as he is now one of GB's most decorated Olympian with 7 Gold Medals to his name.

 
Feeling immensely proud of Team GB we were ready to enter the "secret" Shoreditch venue, wristbands scanned and a brief walk down the adidas 'step and repeat' we were intrigued to discover the nights proceedings. Guests were typically dressed in adidas garms but all with a unique East London twist. Feeling slightly disjointed in a summery floral number I fondly reminisced of the Volt shoot where I got to wear the amazing Jeremy Scott Adidas Originals blue collection tassled tracksuit bottoms which swished with every movement and wished I had those to wear to dance the night away in.

This fab video by HYPEBEAST really shows the eclectic styles and the wonders of the event.

The large industrial space had been transformed with various areas and guests were flowing in to occupy them. Gathering our bearing we wandered round to take it all in...  'checking in' at the first wristband scanner we announced our arrival via Facebook automatically too,  the bar was buzzing with Absolut Vodka producing a range of cocktails which guests could scan their wristbands to receive their complimentary drinks.



All the while incredible projected imagery danced across the large moulded screens around the venue in time with the thumping music bringing the place alive with vibrancy.

The line-up for the night was:

- Mark James – This Dull Ache screening

- Rocket Number 9 LIVE SET - Kutmah DJ set - Live audiovisual set from Night Customer (Joel Martin & Gareth ‘Cherrystones’ Goddard)- Mr Wonderful (Femi Adeyemi) from NTS Live DJ set- Joost Vandebrug – special film screening 

One area which was great fun and a novel idea was 'snack busking'. In the corner of the venue was a popcorn/ ice cream/ confectionary stall - no ordinary stall it was a stone, paper, scissors battle for the  various snacks and popcorn flavours (from wasabi to chilli) - to which if you won you didn't pay,  the popcorn was free, however if lost at the simple hand game you had to pay-up to John Quilter who was in charge of the game/popcorn proceedings. Just as engaging to watch the battles take place as to take part it was great to see the stakes taken a notch higher with one lady fighting for the prize of an Oreo cookie vs John receiving a kiss. With the first round tied it was a tense few moments until he drew for scissors she drew for paper and that was it battle lost and John made sure he got his bet - the kiss!    

Having previously engaged in some research on NFC (Near Field Communication) and the future of this I had seen this immersive experience technology with the use of RFID wristbands used before at an Ibiza hotel so it was great to see this being embraced in London with guests being able to swipe their wristbands on the photobooth screen which then took a picture which once accepted will directly uploaded to their Facebook page with the #adidasunderground tag. This use of social media to create an all engaging environment is only set to grow and allows others to get an instant slice of the action.

When the beautiful archive Olympic footage was cast onto the screens in time with the beats of the music it was really spectacular and everyone was completely mesmerised watching... see for yourself on my short video below:

It was such a great moment to see all the Volt Magazine team with Adidas in such a memorable way with an incredible event. The publication was born out of a passion of those who created it for the pure love of fashion imagery which is represented in parallel to the athletes that work so hard also for the love of their sport. Well done Volt and to all those involved.

Volt / Adidas Party Advert on the back of Friday's Metro Newspaper. 

Although some of the images are mine (with a dead battery on the night) I unfortunately had to borrow a few from other sources: 

Image credits: 

HYPEBEAST check out their Facebook page too for all the images. 
FLYDIGS 
Via #adidasunderground image on twitter
As always all images used are for illustrative purposes only however should you not be happy with any image which is used please let me know and I will be happy to remove from the blog.


Thanks to VOLT MAGAZINE issue 11 out now available to buy online or at various stockists including
Magma Stores / Selfridges / Serpentine Galleries / Harvey Nichols find a full list of stockist here.

& #ADIDASUNDERGROUND - follow on facebook and apply for other #adidasunderground events