Adidas reveals new retail concept in Berlin
Showcasing "the very best of the brand"
Adidas has launched a new Adidas Originals Neighbourhood flagship in 13-15 Münzstrasse – the same area where it made its debut in the retail world 11 years ago. "We didn't want to move. It's where our consumer lives," said Originals head Arthur Hoeld of the Hackescher Markt area.
The new flagship marks the German sportswear brand's first new retail concept in six years. According to Hoeld, the reason for opening the store now,"It's time and we were ready to give the brand a new buzz. The brand has grown up."
The Neighbourhood flagships will make their way to existing and new venues in both Shanghai and London this season; Paris, New York and Seoul will follow later in the year. The stores will be focused on showcasing "the very best of the brand", including trainer highlights as well as limited-edition releases; while the store décor itself will be fashioned to suit each specific city. "No location will look the same," Hoeld revealed. "Each will blend into its neighborhood."
For the Berlin concept, the store will retain a raw aesthetic, with concrete being the main material used to cover the 3,200-square-foot space. Each of the label's collaborations including Topshop, The Farm, Opening Ceremony and Jeremy Scott will be clearly defined, with features such as a hang tag and image that will offer a brief outline behind the collaboration.
According to Hoeld, the footwear wall will be one of the main spectacles. Designed with zigzag shelves, the area will spotlight all the latest models, including the new ZX Flux – which has been printed with satellite photos of Berlin streets for the opening of the store.
One notable difference between the new store and the old one is the split between men's and women's, which each are located at opposite ends of the space. "We split it in order to better focus on the different genders," Hoeld noted. "We have specific collections for women, which we would like her to enjoy in a dedicated and completely merchandised environment."
The brand will host special events throughout the year at the various Neighbourhood stores, including product launches, artist collaborations; while the brand will also maintain a Tumblr site which will feature content relevant for each store. "We want to be able to tell that neighborhood story," Hoeld concluded.