Adidas × Mercedes-AMG F1 — Melbourne Grand Prix Activation 2025
Adidas × Mercedes-AMG F1 — Melbourne Grand Prix Activation 2025
Lead Spatial Architect · act.3 · Melbourne, Australia
Lead Spatial Architect · act.3 · Melbourne, Australia
A retail environment designed like a F1 pit stop: compact, sequenced, and precise enough to inform Adidas' global fixture guidelines. Led spatial development of a motorsport-themed retail activation at Chadstone Shopping Centre, Melbourne. The pit stop concept drove every spatial decision: visitor journey, product positioning, material strategy. Initial pitch concepts fed directly into Adidas' global display guidelines for future rollouts.
