Lego Adidas Originals Superstar
It was back in 2007 when the No. 1 branding Guru of the world Martin Lindstrom introduced me to Mads Nipper – at the time CMO of Lego – who entrusted me with a truly innovative project.
When I first set foot in Billund ( a village in the heart of Denmark populated by 7,000 souls’ home of Lego ) I checked in the Legoland Hotel, where the counter, entirely made of coloured bricks appeared incredibly cool. After which the receptionist placed a call, once again, what I saw was a very cool coloured bricks. Then, when the receptionist picked up the phone, also made of bricks, the “cool!” turned into “WOW!”. Once in the room, seeing the bed, desk and even the bathroom toilet made of the same material, the astonishment became a statement: this is not a company, but a philosophy of life!
For this reason, when I recently came across the Adidas Originals Superstar, in the window of the toy store in my neighborhood, I was not startled, but I said to myself “how nice to think about the children who will take these shoes out of the box”.
Or maybe the shoes will make kids think out of the box?
Pier Ludovico Bancale
