In March 2016 adidas originals launched the NMD, one of their most important shoe collections to date. We wanted to build excitement and at the same time connect adidas fans across Europe and encourage them to explore, discover and experience different urban playgrounds from Europes most exciting metropolitan cities.

The NMD cubes were nine spectacular interactive LED cube installations. The cubes were placed in central and popular locations in London, Berlin, Stockholm, Milan, Barcelona, Hamburg, Rotterdam, Frankfurt and Munich.

By going on to our mobile website NMDCUBE.COM, visitors could select which of the other European cities to connect to. This opened up a live video stream between the two cubes, allowing fans across Europe to interact with each-other in real-time. By taking photos of their cities and uploading them to Instagram under the #NMD hashtag, our fans could see their photos showcased on the digital cubes around Europe.