How DENT Studio created an immersive Adidas Originals activation with Ecotile Infinity

When Adidas needed to deliver a high-impact retail experience at their flagship store on London’s Oxford Street, they called in the creative brains at DENT Studio. As part of the launch of ‘Superstar: The Original Icon’ campaign in August 2025, their challenge was to transform part of the store into the “Originals Studios” space.

With a history of creating experiences for leading brands including END, Stone Island and Dover Street Market, the DENT Studio team knew that the floor was going to be a key part of making the activation work. It needed to look premium to match the creative concept, stand up to 1000s of visitors, and be installed with as little disruption as possible in a busy retail store.

An added challenge was the tight timeline, and only a one-day installation access window to get the store ready for the Adidas LDN exclusive Superstar Block Party on the 28th August.

While exploring options, the DENT team identified Ecotile Infinity modular commercial floor tiles. Impressed by their reputation for durability and rapid installation, they reached out to us to discuss the Oxford Street project.

Balancing design, durability and deadlines

Not only did the new retail flooring have to match the creative brief, it also needed to:

- Create a sleek, on-brand surface to complement Adidas’s aesthetic

- Be tough enough to handle large crowds and continuous use

- Be fitted quickly with minimal disruption to store operations

- Be easy to remove at the end of the Adidas Superstar Original Icon campaign

- Coordinating around the store’s schedule was essential. Initially, we were asked to carry out the installation overnight while the shop was closed, minimising any impact on trading. However, shifting circumstances with other contractors meant a change of plan.

We quickly adapted and moved the fitting to daytime hours on August 26th. The store remained open throughout, with our work area boarded off, keeping customers safe whilst they shopped.

How we achieved together

From the first phone call, we worked closely with DENT to understand their vision and timeline. It quickly became clear that our Ecotile Infinity range was the ideal fit for this project. We recommended the marble stone-effect tile from the collection for its high-end appearance and proven durability in commercial settings. After reviewing samples and assessing the project on-site, the DENT Studios team agreed that the product ticked all the boxes for aesthetics and performance.

With the flooring product chosen, we mapped out the plan to meet the deadline. Getting heavy floor tiles into a busy central London location is never straightforward, but our logistics team made it happen without drama. We coordinated closely with DENT to align our schedule with the broader project timeline and other trades on site.

On installation day, our professional install team arrived first thing and got to work. The process was well planned and executed. Even the tricky parts of the layout were handled seamlessly. Where steel beams interrupted the layout, our installers made intricate cuts so the tiles sat perfectly in place leaving a neat, clean and seamless floor covering. With the new floor complete in less than 5 hours, it was ready for the Adidas Originals Studios area to be built.

Ready for the spotlight

As soon as the floor was down, it was ready for action. There was no curing or setting time required, so the DENT Studios crew could immediately begin staging the area with their equipment and decor. That same afternoon, they rolled in speakers, furniture, and eye-catching branded displays to bring the Adidas Originals Studios to life. By eliminating any wait time, the Infinity commercial flooring helped keep the overall project timeline perfectly on track for the big reveal.

The visual impact of the new area was striking. By the end of the day, what had started as an ordinary retail area had transformed into a sleek, stone-textured studio space that felt completely distinct, while still fitting seamlessly into the wider Superstar branded activations throughout the flagship store.

The Adidas LDN Superstar Block Party went ahead on the evening of 28th August right on schedule. Queues outside the flagship store confirmed it was the place to be, with live performances from Lancey, YT, Len, and special guest Jeleel.

How we brought the vision to life

The Adidas Originals Studios activation was all about celebrating Superstar Originals new colourways and the iconic Firebird tracksuit in an unforgettable way. For DENT Studios, every design detail mattered, and the floor was no exception. By partnering with Ecotile, DENT ensured that even the floor (often an afterthought) actively supported their creative concept. The tough, modular Infinity commercial floor tiles enabled them to realise a premium “studio” atmosphere on the shop floor without compromising on practical needs.

For us, it was a pleasure to collaborate with the DENT team. They were professional, clear in their creative direction, and great to work alongside. Together, we created a vibrant showcase within Adidas’ flagship London store for a significant product launch – on time, on brief, and without issue.

Their collaboration and professionalism made the process smooth, and their creative flair ensured the final space truly captured the spirit of Adidas Originals.

Ecotile's Key Inputs:

- Rapid response to DENT’s initial enquiry

- Consultative support to understand the project’s needs

- Recommended Infinity commercial floor tile range for premium look and high performance

- 110 m² of Infinity marble interlocking floor tiles

- Flexible scheduling (overnight vs daytime) to suit

- Managed quick delivery of materials to a central London site

- Installation completed in half a day with no adhesives or mess

- Finished ahead of the event deadline, enabling on-time setup