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Adidas Originals - Fashion-footwear - Berlin (DE)

  • Adidas Originals
  • Adidas Originals
  • Adidas Originals
  • Adidas Originals
  • Adidas Originals
  • Adidas Originals
  • Adidas Originals

WHY IS THIS SHOP INTERESTING TO VIEW?

The new Adidas store concept for its Originals brand (their street fashion-inspired line) is all about attracting younger shoppers.

 

Apart from wiring up the store experience for the digitally fixated millennial, there is also a softer approach aimed at creating more curb appeal to the female customer.

 

The Berlin store has a Wi-Fi lounge which comes with charging points for mobile phones, creating a functional hang-out zone in which to linger.

 

The look is still kept clean with the walls stripped bare to reveal its raw concrete or brick shell and the lighting and other building services left exposed. But the actual display fixtures and fittings, particularly in the women’s area, have a warmer feel and the brand has upped its fashion credentials.

 

Symbolizing the commitment of the flagship store concept to local street culture is a new design of the trefoil, the symbol of adidas originals. It has been masterfully combined with a 3d map of the neighbourhood and proudly adorns the wall. Adding to a fast-paced urban feel is the lighting system that's reminiscent of the transit grids in a city and fly-poster's for communication that will organically layer.

 

A local artist was invited to create a feature unit to display highlight products. Celebrating the city’s rich kiez culture that brings life to boroughs across the city, adidas originals spoke to creatives from all over town to create a manifesto for the city, and have this translated into works of art to continue to celebrate the minds that make Berlin an original city.

 

The new Originals stores is just part of a major review of store operations at the brand with Adidas also revamping its sportswear stores to a new “stadium concept” designed to showcase expertise and authority in key product areas.

 

Münzstrasse 13-15
10178 Berlin
Germany
www.adidas.de
year renovation: 2014
surface: 300 m²
updated: 04/2014

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