Brand: Adidas Originals
Location: Carnaby Street, London
Product profile: The store will offer some of the brand’s most exclusive product releases, including Spezial, Ivy Park and YEEZY, as well as hyper local product stories and collections. It includes the limited-edition Elland SPZL trainer release as part of the Creator Club week.
Store design | Interiors & VM | Fixtures: With London’s creativity in front of mind, throughout the store there are installations designed by local artists. Designers Paolina Russo and Bethany Williams with Melissa Kitty Jaram have one-off pieces, and neon lights have been produced by the familiar God’s Own Junkyard. Archive products are on display across both floors, which nod to Adidas Originals’ connection to music, fashion and terrace culture and celebrate the history of adidas as a creator brand. Further spaces include a DJ set up and vintage encased speaker system made by Pioneer DJ available to be used by consumers, and interchangeable spaces for the latest city and brand stories to come to life with gender inclusive merchandising.
About the company: Adidas is a global leader in the sporting goods industry with the core brands Adidas and Reebok.
Fibre2Fashion News Desk (JL)