adidas Originals undertook this initiative to create a hype about the brand and celebrate the launch of the adidas Originals store in Palladium.

Talking about the property, Tushar Goculdas, Director, adidas said: "We wanted to launch the store in tune with the ‘adidas Originals' brand's philosophy. We have been sponsoring Submerge Entertainment's various events such as the Mad Stupid Party and others. This time, we entered into a tactical partnership and initiated this unique property."

For executing the video mapping, there was a 20 x 9m console rack. Seven pairs of adidas shoes were placed in the rack and a VJ showcased a visual projection through which he highlighted the shoes using 3D visuals and the audience was given 3D glasses to witness the video mapping. There was also an adidas Originals photo booth for those people who wanted to capture a moment of the night, along with giveaways. DJs PEARL and Eve Carey (UK), along with Victoria Bourke on percussion, performed at the event.

Speaking about the initiative, Arnold Wilson, Head of Marketing and Operation, Submerge Entertainment said: "adidas Originals is more connected to the nightlife audience; they plan to replicate the property in many more cities. We promoted the brand through PR and by running a digital campaign through social media."

More than 400 people were present at the event, including the heads of adidas; celebrities including Sandhya Mridul, Cyrus Sahukar, Shekhar of the Vishal-Shekhar duo, and Anushka Manchanda; other brands and the media.

Submerge Entertainment did not wish to comment on its vendors.