Friday night, Village Underground played host to what at first sight could easily have been mistaken for a dark circus cult. It was in fact an immersive screening of The Chemical Brothers’ ‘Don’t Think’ as part of the ongoing events put on by Adidas during the Olympic festivities; Adidas Underground.
Upon entry, each guest was given a white Adidas tracksuit top and was painted as one of the clowns featured in the ‘Don’t Think’ film. The result? A surreal night of strobes, loud music and menacing faces. A combination I wish to be part of more often. Although the Chemical Brothers weren’t there themselves, the atmosphere created by their live movie was electric, with performances by dancers on a podium donning the UK exclusive AdiZero Primeknit only adding to the spectacle.
If you haven’t seen ‘Don’t Think’, I highly suggest keeping your eyes peeled as it left everyone wanting more. After the viewing of the film, DJ’s took the crowd through till the early morning. One of the unexpected highlights of the night however was the experience of travelling home dressed as the Adidas version of ‘House of 1000 Corpses’ Captain Spaulding. Something I’m sure a lot of the participants experienced in different ways.
Check out the photos below and expect a short video recap to follow soon.
Photography: James Clothier / The Daily Street