Roots Canada

BACKGROUND

As part of my internship at Roots Canada I was asked to develop a proposal for national design competition. 

2010 OLYMPIC AND PARALYMPIC WINTER GAMES PROPOSAL

As Canadians we pride ourselves on our multiculturalism. Through this we foster a deep sense of unity that invigorates the country with the vitality of the Canadian spirit. Sports heritage, like multiculturalism, is an integral part of Canadian culture. The Olympics gives Canadians the chance to celebrate this spirit through the competition of sports. Inherited from generations of the past, its legacy must be preserved in the present on behalf of future Canadians. The Olympics are about celebrating the active lifestyle and Roots is committed to the development of its authentic athletic lifestyle brand. As a result, we are proposing a contemporary creative exploration into the multicultural heritage of sports using Roots products as its essential materials. This will take the form of a nationwide design competition in which participants will be asked to design small installation pieces that re-examines, redefines and reinforces the celebration of the multicultural spirit of sports heritage. This concept provides a great source of inspiration to the competition and its potential allows for the translation of creative platforms ranging from advertising campaigns down to store window displays. 

The goal of the competition would be to use multiculturalism and art as catalysts for creating awareness and promoting the value of sports heritage within a Roots context. The creative objective would be to create bold visionary interpretations of this concept through the construction of Roots products. The selected works would be displayed at the launch of the Roots Olympic Collection and would be part of a series of Roots store exhibitions in Vancouver and Toronto that would ideally coincide with the 2010 Olympic and Paralympics Winter Games.

RETAIL INSTALLATION – EXTERIOR

RETAIL INSTALLATION – LEAD TABLE

RETAIL INSTALLATION – LEATHER

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