A spirit of co-creation and knowledge sharing has fuelled the adidas AREA3 pop-up studio in Cape Town


adidas AREA3 has been causing a stir in Cape Town of late with its makeshift studio. The Joburg concept store has decamped to Bree Street to host a space where local creatives can produce their own visual projects inspired by adidas Originals. In collaboration with creative directors Gabrielle Kannemeyer and Imraan Christian, several teams have been busy shooting for the AREA3 CPT platform and social media. The latest series to drop is by The Sartists’ Xzavier Zulu, photographer John Second and Kannemeyer using the new adidas Originals by White Moutaineering collection. The Japanese brand’s technical designs and urban nomad aesthetic informed the crisp simplicity of these images.

“AREA3 CPT is a space made of concrete, though it exists as a shared consciousness between us all as a people experiencing different facets of South Africa as a country, Cape Town as a city and our growing creative industry,” Zulu tells Nataal. “Everyone's journey has an element of support and realisation in one way or another, and I believe both were offered to emerging creatives here in the safe haven of AREA3 CPT. Weekend after weekend, young people came to be heard and be guided and nothing has touched me more than the fact that parents have been present to witness their kids' aspirations.”

Kannemeyer agrees wholeheartedly: “Many of us have grown up with adidas in our homes and on our sports fields, so it's easy to see why the brand resonates with South African youth,” she says. “AREA3 CPT has brought out some great young stars and given them the tools to make work but what has been really exciting for me is that skills and knowledge are actively being exchanged.”

Creative Direction Xzavier Zulu
Photography John Second
Styling Gabrielle Kannemeyer
Hair and make-up Yuki Shoji
Models Kiyan Thornton and Sara Lagardien
Photography assistants Cape Collective Assist
Styling assistant Jason Warwick
Production assistants Antonio Druchen and Joshua Pascoe
Retouching Zak Basson
Fashion adidas Originals by White Moutaineering available from adidas AREA3, Shelflife and astore

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Published on 23/08/2017