Image of the store, located at the Münzstraße 13-15
Image of the store, located at the Münzstraße 13-15
 

01 Apr. 2014

Adidas Originals kicks-off worldwide store roll-out in Berlin


Adidas Originals kicked off a series of worldwide store openings last week with the inauguration of its new flagship store in Berlin on Thursday, March 28.

The store in the German capital’s popular Mitte district (Münzstraße 13-15) showcases selected Adidas Originals product on 297 sqm. Highlights are the Berlin-themed ZX Flux sneakers with a photo print of the city’s satellite view.

Within the new flagship, Adidas Originals has applied a new store concept called “Neighbourhood”. Ted Mager, Head of Adidas Retail Environments: “We have developed a new Originals store concept to adapt to the cityscape. Inspired by the flair of Berlin, we created an innovative lighting system, amongst others. The highlight is a 3D city map in the shape of the Adidas Originals logo.”

Additionally, the opening in Berlin counted on the participation of the graphic designer Saskia Hahn, photographer Oliver Rath and the creative duo “Sonice” who have transferred a manifesto of Berlin’s neighborhood culture into the shopping windows of the store.

During 2014, more Adidas Originals stores will be opened in London, Shanghai, Seoul, Moscow, New York and Paris.

Impression of the adidas Originals manifesto
Impression of the adidas Originals manifesto



Lorenzo Molina

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