ADIBAKERY
PLATES x ADIZONE
COPENHAGEN HALF
“adibakery”
For Copenhagen Half Marathon, Hyld Studio collaborated once again with adidas running, to activate the city in a unique way. This time, Hyld Studio came up with the idea of merging Copenhagens culture for running and baked goods. This transformed Skipper Bakery (a local bakery gem) into a full adidas ‘adibakery’ set up. For the 4 full days, Skipper worked as normal, just with a visual takeover, some extra gear and the special edition of plates x adizone vol. 3.
Intro from the magazine:
At first light, Copenhagen lies in complete stillness. The streets are empty, the air unmoving, the city suspended in that fragile silence before the day begins. And then, almost imperceptibly, they appear. The first figures, moving in coordinated rhythm, identifiable at once by their advanced technical running apparel and the steady flicker of GPS devices strapped to their wrists. This is Homo Copenhagenicus Motionistus.
The species is highly social. Rarely does one travel alone. Instead, they form small groups, migrating together across pavements and parks. Their movement is deliberate, their expressions marked by effort and a quiet sense of obligation. Though to the untrained eye it may appear a pursuit of health, the true purpose of this exertion lies elsewhere.
Eventually, the packs converge at a single, indispensable habitat: the bakery. Here, a transformation occurs. The exhaustion of the hunt gives way to ritualistic consumption. Croissants, cardamom buns, and the locally revered BMO — a bread roll with cheese — are taken in with remarkable consistency. The expenditure of energy is thus immediately counterbalanced, creating a closed system of effort and indulgence.
Of particular note is a subspecies: the bread runner. This group is most easily observed in vast gatherings known locally as social runs. Hundreds assemble, strangers in all respects except for their shared devotion to kilometres, carbohydrates, and post-run bread. The running itself is secondary. The true climax is the communal ingestion of baked goods, performed with the solemnity of a rite.
Curiously, scientists have observed a linguistic coincidence at the very core of this ritual: gluten and gluteus maximus. One is the protein that binds the bread together; the other, the muscle that propels its consumer toward it. For the Copenhagen runner, the two are inseparable.
As the city stirs awake — children cycling to school, cafés opening their doors — the motionists disperse, their work complete. By mid-morning they have vanished, leaving no trace save for the faint aroma of filter coffee and cardamom. And so the cycle begins again, each week, each sunrise, without deviation.
Art direction @hyldstudio
Production: @hyldstudio
Graphics: @frederikgregersen