Beijing Photo Journal: Adidas's Massive LED Screen at Olympic Pavilion

By Michael O'Connell August 18, 2008, 3:50 PM EDT

A walk through the pavilion culminates in a spiraling, 30-foot tall LED screen made up of nearly 800 tiles.

Photo: Eric Powell for BizBash

BizBash contributing photographer Eric Powell is in Beijing for the Olympics this month, keeping his eyes and lens peeled for dynamic branding efforts in and around the Olympic Green. Since we last checked in, he explored the Adidas Pavilion and it’s spiraling LED screen designed by Creative Technology Group. (CTG also worked on the 43,000-square-foot screen used during the opening ceremony.) Besides the giant reel wrapped around the pavilion’s largest room, the biggest draws for spectators have been the exclusive Adidas designs for 2008 Olympians, including the Chinese women’s volleyball team and American runner Jeremy Wariner.

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