Today adidas opens the doors to the new adidas Originals’ flagship store on Carnaby Street, London – a ‘Home of Originals’. The store will house the most exclusive and latest adidas Originals product, and is a space for London’s creatives to come together, whilst retaining the cultural aesthetic and design that is true to the heart of Soho.
The flagship will offer some of the brand’s most exclusive product releases, including Spezial, Ivy Park and YEEZY, as well as hyper local product stories and collections – becoming the destination for adidas Originals product in London. This includes the limited-edition Elland SPZL trainer release as part of the Creator Club week, available to collect and also buy exclusively from the Carnaby Street store.
With London’s creativity front of mind, throughout the store there are installations designed by local artists. Designers Paolina Russo and Bethany Williams with Melissa Kitty Jaram have one-off pieces, and neon lights have been produced by the familiar God’s Own Junkyard. Archive products are on display across both floors, which nod to adidas Originals’ connection to music, fashion and terrace culture and celebrate the history of adidas as a creator brand.
Further spaces include a DJ set up and vintage encased speaker system made by Pioneer DJ available to be used by consumers, and interchangeable spaces for the latest city and brand stories to come to life with gender inclusive merchandising. A dedicated area for the adidas Spezial collection has a custom-designed Spezial pool table available for all to use. Consumers will also be able to purchase a limited-edition adidas Spezial pool sets later in the year, only available at the Carnaby store.
Reinforcing the brands commitment to sustainability, the store has been created with BREEAM certified materials, alongside the reclaimed wooden flooring and upcycled furniture. In a nod to the brand’s vision to be carbon neutral by 2050, the store’s design includes an eye-catching Stan Smith 3D printed trefoil mural containing living plants.
Chis Walsh, VP Brand adidas, North Europe, said: “The new adidas Originals flagship is one of the best expressions of our brand, combining creativity and sustainability with commerce, and creating a Home of Originals for London Creators. The store will become the destination for the most in demand adidas Originals product in London, and we look forward to joining the Carnaby neighbourhood in welcoming our adidas consumers and community”.
The Home of London’s Originals is a space to inspire people to embrace their originality and create change via new products, experiences, icons and networks, and will invite consumers to an ongoing programme of live and digital events, including broadcasts and digital workshops whilst following the latest COVID-19 guidelines.
SOFA SESSIONS – A series of digital upskilling sessions with some of the creative scene’s leading names – from our home to yours.
Sunday 11th October: Mabdulle – Crafting your original lens
Sunday 18th October: Paolina Russo – Defining original style
Sunday 25th October: Jay-Ann Lopez, Black Girl Gamers – Originality in gaming Sunday 1st November: 2K Management ADEX, NQ – Creating an original sound
The new adidas Originals flagship store opens 9th October 2020 on the corner of Foubert’s Place and Kingly Place, Carnaby.