Introducing adidas Originals first global retail design concept
Objective: Create a global retail design concept that amplifies Originals streetwear credibility, worldwide.
adidas Originals, the brand which effortlessly fuses fashion, streetwear and sport culture needed to create a consistent retail design identity for its global store portfolio. Together with adidas's global design team, we created the brand's first global retail design concept, one powerful enough to authentically resonate with streetwear tribes and creative cultures around the world.
Dubbed 'The Collection' we created an experiential retail design concept inspired by the brand's illustrious design archive. Developing a creative retail interior design language that can flex across multiple global markets and store formats, infusing the brand's global streetwear credibility with 'hyper-local' relevance.
From the archive to the streets of Tokyo.
This highly-strategic and ambitious global retail design concept was directly inspired by the infamous adidas brand archive at their headquarters in Herzogenaurach, Germany. This white-glove product museum contains over 40,000 adidas products dating back over 100 years, together with the cultural reference points and collaborations which have inspired generations.
We visited this appointment-only brand space to draw inspiration about the past, present and future of the adidas Originals brand. In collaboration with the adidas Originals team, we developed a new global retail design concept which would appeal to the modern sneaker collectors who trade on rarity and exclusivity whilst reflecting the premium brand experience design of this iconic archive space. A truly connected customer experience, visitors use the app to gain VIP access to in-store events and products, as well as use mobile payments for a seamless omni-channel retail experience.
Curating the best streetwear store in the world.
The core design objective was to create a distinctive, global retail design concept which would work across markets, store formats and local streetwear cultures. adidas Originals wanted to create experiential retail design destinations for sneakerheads and streetwear purists to hang-out as well as find new additions to add to their collections.
More than just ‘shops’, these are creative brand spaces that become a conduit for fashion, art and streetwear culture - wherever they appear globally. 'The Collection' invites people to discover adidas Originals collections in a completely new and imaginative way. By positioning iconic pieces on minimal gallery plinths and using archive fixtures to house collections like artefacts, its offers a creative retail interior design with a slick luxury ambience that elevates the brand. Debuting in a standalone Flagship store in Shinjuku Tokyo, the global streetwear capital of the world, today 'The Collection' store concept can be seen in every corner of the world.
“We mixed cultural design influences with future-focused technology, contrasting the familiar with the unexpected.”
Joe Evans, Creative Director, Checkland Kindleysides
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