- Huw Hughes
Adidas has reopened the doors of its newly-renovated store on
Münzstrasse in Berlin – the world’s first Adidas Originals Flagship
The newly-developed store concept is called The Collection and is
inspired by the sportswear giant’s archive in Herzogenaurach, the German
city where the brand was founded.
The new space features no gender-specific sections and has been designed
with a focus on “high-quality product presentation and comprehensive
storytelling”, with mobile archive shelves allowing the store to be
flexibly redesigned at any time.
The store will act as a hub for exclusive and limited-edition products
and will have a focus on hyperlocal relevant products and cooperations, the
brand said. The space was designed with the help of local artists such as
Monja Gentschow, Nadine Göpfert, Acte TM, and will feature a regular
programme of workshops and talks.
The space has been designed with sustainability in mind, with features
such as recycled flooring, old furniture and other upcycled elements. A
permanent sustainability section will also put a spotlight on the brand’s
efforts in the fight against plastic waste.
It also features a number of digital initiatives, such as product tags
consumers can scan via the app to pull up more information, and a digital
mirror in the changing room area that keeps customers up-to-date about all
upcoming product launches.
Photo credit: Adidas