Zeitgeist

Powering the fusion of sport and fashion 

Created as a new area of ISPO Munich, the world’s largest sport tradeshow, ZEITGEIST opened for its inaugural year in 2023. The initiative welcomed brands bridging the worlds of sport, fashion and lifestyle such as Pigalle (FR), Snow Peak (JP) and Sandqvist (SE). With the ever-expanding influence of technical materials and aesthetics in fashion, ISPO Munich's new initiative is embracing the innovators bringing a new energy and background to the world of sport.

ZEITGEIST repurposes core elements from ISPO’s visual identity, injecting an athletic energy into the design through playful type animations and a distinctive neon green accent. This dynamic and rebellious visual expression purposefully sets ZEITGEIST apart from the rest of the fair – as a forward-thinking, creative community who aren’t afraid to be a little different.

Alongside exhibition stands, the space also acted as a must-visit area of the 170,000m² fair with a bar, basketball court, lounge and live music. We created a buzz around the event with an energetic social media campaign utilising animation and brand imagery.

The first edition of the concept was a testing ground and proved a great success, offering a positive reflection of ISPO’s desire to move the industry forward and incorporate ‘new perspectives on sports’.

The spatial design for ZEITGEIST was created by Studio C’s long-term collaborators Borg Brückner.