Project: adidas Originals Shoreditch

Design: Checkland Kindleysides
Opening date: October 2017
Store size: 177 sq m

Shoreditch has welcomed a new adidas Originals flagship on Hanbury Street. The space will provide a destination for local creatives to meet, network and bring their ideas to life, connecting directly with the local community.

Designed by Checkland Kindleysides, the store will showcase and distribute handpicked drops, limited edition products and select apparel seasonally whilst also acting as an incubator of local subculture, showcasing projects from London creators via a perminant activation wall installed in the store.

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The brand's mission was to find a space truly devoted to the sneaker culture; an authentic and credible benchmark of the brand's history, paving the way for the future of adidas Originals retail. 'A location so interesting, we celebrate the history of the space itself, as well as our experiences and products that we fill it with. A clever and inspiring, holistically conceived retail entity, that triggers interest with every visit,' says the global store environment team.

'Rooted in the community, run and visited by it, the space becomes the platform for the brand to invite, interact, and exchange and co-create with the true sneaker culture of the city. A connection point where knowledge is shared and unique insights are provided. Each time you leave the Originals store you are personally richer than when you entered,' continues the team.

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Visitors will see British heritage engrained in elements of the store’s interior with reclaimed doors from The British Museum, bespoke steel shoe wall and reclaimed flooring throughout the 177 sq m space, further establishing the store’s London relevance.

The concept really highlights the space it is in and is putting attention on the consumer and the product. Product is selected to meet the needs of the consumer and is presented in a simple, direct way that leaves breathing space. The whole environment speaks for a more laid back atmosphere, where everyone is invited to come in, strawl, get informed, sit and exchange with others.

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'The space itself served as a canvas to get inspired and select the materials that would enhance the interior and create depth and interest. Always respecting the given circumstances and only adding what is really making sense and a difference. The concept is to create a more home-like environment so that consumers can indulge into the product offer. The idea of localisation is also key within this store. All furniture is sourced with the UK and has it own story, like the doors from the National Gallery or the old reclaimed wooden floor,' says the team.

'This new concept store will provide a unique retail experience, combined with a platform to champion young local creatives in the East London area,' says Barry Moore, UK brand director. 'Reflecting the city’s originality and creativity, we want to provide an environment for our consumers to purchase the best of adidas Originals streetwear products, but also spend time and network within the space alongside other likeminded people and Originals collaborators.'

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The brand has also opened an adidas Originals store in Chicago - read more here.

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