Adidas opens Originals London flagship with ‘global neighbourhood’ concept
Adidas has opened a new London Adidas Originals flagship, based on a design concept by Sid Lee.
Previous Originals flagships have opened in Berlin, Shanghai and Seoul, and Sid Lee’s design concept was adapted for the London store by INK Associates, Eyelevel Layout Planning and RPA group architects.
The retail design is based around Adidas’ ‘global neighbourhood’ concept, which ‘aim to be a part of the fabric of the city’s neighbourhood and create a distinct destination’, according to Adidas head of retail environments Ted Mager.
He says, ‘We created our new Originals store concept to celebrate the best features of the space we have and endure we remain part of the landscape of the city.’
Artist Anna Loa has created a feature unit to display highlighted products in the space, which will also host a series of events.
Other creatives Adidas worked with on the store and its launch are photographers Charlotte Rutherford and Nina Manandhar, street artist Malarko, animator Andy Baker and spoken word artist George the Poet.
The store is situated on Foubert’s place, off Carnaby Street.
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