If you haven’t heard by now, last month on Youth Day, adidas Originals launched AREA 3 CPT – a new pop-up ‘co-creation’ space in Bree Street. The launch also saw the re-introduction of adidas Campus, the iconic sneaker with an 80’s base silhouette, in a number of new colourways.

To support the launch of three new product stories for June, July and August, AREA 3 CPT will have its two photographic studios open to the public every weekend, for a period of three months. The space offers a platform for youth to engage with the brand and reinterpret, reimagine and reinvent their own adidas product story.

In doing so, it also provides the full studio set-up, from lighting to equipment, as well as guidance and support for young creatives – all free of charge.

Those who want to bring their visions to life will be under the mentorship of creative directors, stylist Gabrielle Kannemeyer and photographer Imraan Christian, who will assist with the conceptualization of their content ideas, styling and shoot production. Aimed at kids as young as 14, this will give youth the chance to experience a real-life and real-time creative industry environment.

The project seeks to not only inspire South African youth with adidas, but ideally give them a head-start towards future creative career prospects.

adidas Originals are also holding a series of Talks and Workshops every Friday, hosted by established names in the creative field, who will talk about their career journeys and impart their knowledge on their respective disciplines.

With one month almost down, don’t miss the remaining opportunity to utilise all the resources needed to produce content that is authentic, professional and all-around cool. The studio is open on Saturdays and Sundays and bookings should be arranged with the space manager via email at [email protected]

Where 103 Bree Street
When Fridays 6 pm – 9 pm, Saturdays and Sundays 10 am – 6 pm.
Contact area3.co.za


Photography Ciara Madella/Lara Fisher/Alexandra Truter/Joshua Pascoe/Haneem Christian



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