BERLIN — In a move to keep it original, Adidas launched a new global Adidas Originals Neighborhood flagship concept here Thursday. It did so right where the 12-year-old label made its retail debut 11 years ago: at number 13-15 Münzstrasse.
“We didn’t want to move. It’s where our consumer lives,” noted Originals head Arthur Hoeld of the Hackescher Markt area. “But the new interior, which was completely changed, is about setting a new tone and freshening it up.”
Along with the new interactive HomeCourt format, which bowed in Beijing in February, the Neighborhood flagships represent the German sportswear giant’s first new retail concept in six years. Why now? “There’s a normal life cycle of retail formats. It’s a natural thing,” Hoeld said. “It’s time and we were ready to give the brand a new buzz. The brand has grown up.”
The Neighborhood flagships will be rolled out to both new and existing Originals venues in London and Shanghai this spring and summer, with New York, Paris and Seoul to follow sometime later this year. Tightly edited to display “the very best of the brand,” such as sneaker highlights and limited-edition releases, the Originals store environments will be tweaked to reflect each respective city. “No location will look the same,” Hoeld said. “Each will blend into its neighborhood.”
In Berlin, that means retaining a raw edge, with concrete the material of choice for the floors, walls and ceilings of the 3,200-square-foot space. At the same time, there’s a cleaner polish to the interior. More space has been left between the more clearly defined display units, each dedicated to one of Originals’ collaborations, such as with Topshop, The Farm, Opening Ceremony or Jeremy Scott, or product ranges such as Soccer World Cup series. Hang tags with a photo of the key image identify each, accompanied by a short synopsis of the story behind the collaboration or product line.
The footwear wall, according to Hoeld, is the heart and backbone of the space. Marked with a bold three-stripe slash, the zigzag shelves hold the latest models, while a smaller zigzag unit will spotlight special or limited editions, like the new ZX Flux. To mark the Berlin opening, one ZX Flux style has been printed with satellite photos of Berlin streets, and on Saturday, the full ZX Flux photo print pack for spring 2014 hit the shelves.
One key difference between the new Berlin Adidas Originals Neighborhood flagship and its predecessor is the gender split. Men’s and women’s occupy opposite ends of the sales floor; the display units are in white wood and bronze-toned metal for women and darker wood and metal for men.“We split it in order to better focus on the different genders,” Hoeld explained. “We have specific collections for women, which we would like her to enjoy in a dedicated and completely merchandised environment.”
The Berlin store design has a strong urban undercurrent, the lighting system bringing to mind city transit grids, while the brand’s signature Trefoil has been rebooted and crossed with a 3-D map of the area.
Each of the Neighborhood stores will work with local talents. In Berlin, it was graphic designer Saskia Hahn, who scratched the brand’s Berlin Manifesto across the windows to celebrate the opening, and photographer Oliver Rath, who visually translated the Manifesto’s love letter to Berlin into photographs that will appear around the city as well as in the store’s new multimedia back lounge.
Throughout the year, the store will host special events, from product launches to artist collaborations or sneaker breakfasts, with a person on board “dedicated to energizing the store,” Hoeld said. In addition, the brand’s Tumblr site will include a specific Berlin flagship area with store-related content as well as more general news about what’s happening in the German capital. “We want to be able to tell that neighborhood story,” he said.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye