NEW YORK — Adidas unveiled a new store design here for its Adidas Originals boutique in Soho on Feb. 2. The refashioned store, located at 136 Wooster Street, also serves as the U.S. launchpad for the German sport brand’s new collaboration with Diesel for its first denim range.
Adidas is branding the new store concept as Adidas Atelier, and the format offers a clean, contemporary look with an open, inviting floor plan. The interior decor utilizes workbench-inspired merchandise tables, shoe molds and footwear walls with windows into the back stockroom.
Interactive technology is a key component of the store, including a new concept called Mi Originals Centers. At these computer workstations, which are designed to look like tattoo parlors, customers can design their own Adidas Superstar or ZX700 model shoes online and have them delivered at home three weeks later. A nearby library of information and images from Adidas’s past will help inspire these nascent designers.
“We wanted to have an interactive platform to bring our message of originality to life,” said Hermann Deininger, chief marketing officer of the Adidas Sport Style division, which includes the company’s non-performance brands like the heritage-inspired Adidas Originals, the Y-3 collaboration with Japanese designer Yohji Yamamoto and the Adidas by Stella McCartney range.
The Mi Originals technology is only available in the renovated Adidas Originals stores now, but will be rolled out online later this year, greatly expanding its reach, according to Deininger.
In another design flourish inside the shop, Adidas has covered one rear wall with framed, flat-panel LCD screens, which it is calling the Trefoil Wall. (The trefroil is the brand’s iconic triple-striped leaves logo.) Customers can snap a photo of themselves with a nearby mounted camera, and their image will remain in one of the frames for about 24 hours, creating an ever-changing collage of portraits.
The redesigned New York Originals store is the second unit to be renovated, following the Berlin store, which reopened on Jan. 31. The new Atelier format will be rolled out to the brand’s other stores worldwide over the next two years. The company currently operates 83 Originals stores globally, including 12 in the U.S. It plans to open 50 to 100 new units in the next year, with a key focus on emerging markets like China and Brazil.
Adidas Originals shops are the only outlet for the brand’s denim collaboration with Diesel. The two brands came together following the chance meeting of Diesel founder Renzo Rosso and Adidas executives at a soccer match between AC Milan and Bayern Munich. “Both companies share the same brand values, and our customers share the same lifestyle,” noted Deininger of the resulting partnership.
The four-year deal kicks off this spring with six jeans styles for men and four for women. Retail prices range from $160 to $210, with Diesel producing the jeans for Adidas, but with the latter closely involved in the design process. The co-branded jeans feature Adidas’s trefoil logo on the rear waistband in leather and a three-stripe selvedge detail.
“This is the first time that Diesel has created a denim line with another lifestyle brand, and we wanted to do it with Adidas—a company that shares with us the same fresh attitude, and care for high quality and creativity,” noted Rosso.
While Adidas Originals stores have the exclusive rights to distribute the line now, there is the possibility it will later be sold in Diesel stores or wholesaled to other retailers.
Asked why a sport brand like Adidas wanted to enter the denim market, Deininger noted: “Denim is a very important part of youth culture. Now when customers walk into one of our stores, we can offer them a complete look—from a track top to jeans to a pair of sneakers.”
In other Adidas news, the company opened the first Y-3 flagship in New York in collaboration with Yamamoto. The 2,100-square-foot space opened on Feb. 6 and is located at 317 West 13th Street in the trendy Meatpacking District. A second Y-3 store will bow in Soho in March.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)