New Adidas range, backed by Pharrell, launches in Hackney's West Reservoir
A spectacular lightshow over Hackney’s West Reservoir formed the climax of the launch of a kaleidoscopic range of new trainers by a worldwide sports giant.
Adidas built a stage over the water, in Stoke Newington, and held an interactive laser and music display at the unique venue owned by Hackney Council and managed by its leisure contractor GLL.
Clothes also appeared floating above the water as part of the new Superstar Supercolour footwear collection which was unveiled last weekend.
At the Reservoir’s industrial-chic pumphouse - an increasingly popular venue for events including wedding receptions – guest were treated to a special video address by US music legend Pharrell Williams.
Other highlights from the night included a Supercolour Wheel, a doodle-board made from all 50 trainer shades, and a ‘Sneaker Tree’, where the new trainers appeared to grow on branches.
The West Reservoir Centre is a sports and education hub that hosts sailing and kayaking for adults and children and boasts a learning room for schools; a seminar room, conference rooms and function room; and a waterfront cafe The reservoir is also one of only a handful of places offering open water swimming in inner London.
Our venues have very quickly become some of the most sought-after in London
It’s crucial we make the most of opportunities like this to generate revenue to help us keep supporting our facilities and green spaces for residents.
The fact that a global brand like Adidas saw the West Reservoir Centre and really liked it shows the calibre of our indoor and outdoor portfolio and it is a great way of showcasing our borough and attracting investment in it.
The Council has the largest expanse of green spaces, many award-winning, in inner London and it welcomes applications for events to be held in them, assessed on a case-by-case basis.
As well as the West Reservoir, in Green Lanes, the Council has re-opened, restored or developed four other key venues, including Hackney Town Hall, in Mare Street; Clissold House, in Clissold Park, Stoke Newington; Stoke Newington Town Hall, in Church Street; and Hackney Marshes Centre, in Homerton Road. Book any of them here.