Sustainability is at the heart of everything adidas and Stella McCartney do together. For the SS23 aSMC collection launch, we let nature reclaim the London flagship store.

An immersive and premium takeover educated visitors on the collaboration's sustainable attributes surrounded by an urban forest that brought the adidas London flagship stores' industrial features to life with foliage, vines, semi-opaque panels, moss borders and dried flowers.

The TrueNature collection is designed for friends of the outdoors looking for natural highs. Statement clothes for active lifestyles, made in part with natural materials.

Every element of the fitout was inspired by nature, including the partners used. For the installation, we partnered with Amaranté, a London-based flower company specialising in living event spaces. The company is committed to using its profits to better the world, supporting global reforestation projects and working with more Fairtrade farmers to provide a better future for developing nations worldwide. They were the perfect partner due to their skillset and credible sustainability ethos.