In December 24, Decathlon Germany opened a new store in Hamburg’s Tech Village on Mönckebergstraße — a location that naturally invites high foot traffic and visibility. Alongside a traditional media campaign and a community-driven social run organized by CIRCLE² and the agency behind Kiprun, the goal was to create an additional layer of engagement through digital storytelling.
To complement the campaign, immersive 3D content was developed for the 3D Cube near the store — an opportunity to merge on-site technology with a compelling visual experience that would guide people to the new location and amplify the store launch.
🎥 Decathlon x 3D Cube Activation | “Ready to Play” Immersive Store Teaser
Eyecatching Brand Storytelling via Immersive Marketing
The visual concept for the 3D Cube was built around a 30-second narrative, designed to immediately capture attention and seamlessly connect storytelling with store navigation.
The experience opened with a futuristic product reveal: the Kiprun running shoe, floating at the center of a high-tech space. Robotic arms surrounded the shoe, mimicking a design lab and showcasing the product in motion. These dynamic elements created a strong sense of dimensionality — making the shoe appear as if it were truly inside the cube and alive with energy.
After the product reveal, the video transitioned into a brand-driven storytelling sequence. Key visuals from the “Ready to Play” campaign filled the cube’s space, layered with images of different sports. The animated typography echoed the claim, reinforcing the brand message with bold clarity.
The final scene delivered a clear and actionable message — an arrow appeared inside the cube, directing viewers toward the new store located on the lower level. It functioned both as a call-to-action and as a natural extension of the story, closing the loop between visual engagement and physical direction.
3D Marketing as Awareness Booster
The results speak for themselves — and they affirm what we know to be true: 3D storytelling works, as the campaign created real momentum. It got people talking, interacting, and physically moving toward the store.
Industry Benchmark prove that the performance 3D OOH leads to up to "93% higher passerby awareness (W&V/Trend Research, 2024)"
