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Henry West’s Innovative Adidas Creative Direction Exhibition Rises Above International Competitors - FAD Magazine

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Henry West’s Innovative Adidas Creative Direction Exhibition Rises Above International Competitors

An innovative exhibition piece that can be seen at any time, from anywhere in the world even during COVID 19 lockdowns. Google Maps is the only ticket you need!

Henry started creating work for Adidas in 2016 where he laid strong foundations in the brand, at their Headquarters in Germany. It didn’t take long before the United States side of the Adidas Team was blown away by Henry’s creative direction. The Adidas Brooklyn Creator Farm was established during Henry’s time in Germany and across the Atlantic Ocean, they based themselves on Meserole Avenue in Greenpoint. Henry swiftly demonstrated his originality for the Brooklyn Creator Farm from the Europe HQ. A quick use of Google Maps on the exact location of the Farm allowed Henry to spot creatively an opportunity for the Farm to show it’s innovation and flair from an aerial perspective. On top of the main Farm building is a small rectangular meeting room. The shape of this extension in Henry’s creative eye represented a shoe box. Using Adidas’ strong brand identity of the three stripes, Henry requested for these stripes to be replicated on the rooftop.

This exhibition of creativity from Henry can be seen from space, rising above and beyond the competition in the surrounding area. Whether you are taking a helicopter flight around New York or simply browsing through Google Maps’ satellite imagery, you can see Henry’s work on display. During lockdown in public art exhibitions around the world, this unique artwork can still be seen even whilst surfing the internet.

‘Henry West Exhibition Adidas Brooklyn Creator Farm Creative Art Director’

The rooftop artwork isn’t the only exhibition Henry has had with the Adidas brand over the years of their strong relationship together. During the tremendously successful NBA All-Star weekend in 2018, Henry’s gallery pieces were on display in front of the likes of Kanye West, Karlie Kloss and Pharrell Williams.

For the 747 Warehouse Street event in Los Angeles, the Brooklyn Creator Farm had its own MakerLab space where celebrities could come and design their own shoe. The event had over 18,000 individuals pass through including the Adidas sports icons such as James Harden, JuJu Smith-Schuster, Nick Young and many more. In combination with sport, the event promoted music through live performances from the likes of Kid Cudi, Pusha T, Stormzy, Lil Uzi Vert as well as visits from DMC, DJ Clark Kent, T.I. and Fat Joe. 

Henry’s gallery space here featured bold photos representing culture in sport. Through a monochromatic lens, basketball was the focus for the NBA All-Star weekend exhibition. The flawless layout and structure of Henry’s creative direction exhibition was a perfect backdrop for the paparazzi to capture the superstars’ global press. 

This viral video from a member of the public sees Kanye West attending the exhibition which Henry designed. On the walls surrounding Kanye are the images Henry collated. This video, taken from outside the exhibition sees a heavily guarded space from Kanye’s security presence. However, inside the exhibition is where the magic was taking place. Creatives flourish when they work in unique and inspiring surroundings. Kanye spent longer than expected within this exhibition, as we see he was very engaged with it, revealing his extremely positive and focussed approach. The team inside the exhibition with Kanye includes the Brooklyn Creator Farm Vice Presidents. These VPs are the leading Creative Directors that approved Henry’s idea to have the three stripes painted on the roof of the Brooklyn Creator Farm.

It is clear that Henry West is an exceptional Creative Director and his work for Adidas speaks volumes. From humble beginnings as a design undergraduate at Loughborough University, to landing himself a role at the Adidas HQ in Germany, to his work being showcased internationally in some of the most successful exhibitions in the history of Adidas. Henry looks to only continue showcasing his extraordinary talents for brands around the world. At FAD, we will stay updated with Henry’s work and look forward to sharing more of his Creative Directing in the near future. 

Henry West Adidas Art Creative Director Portrait by Stephen Vanasco

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