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SPORTY STELLA: Stella McCartney on Saturday unveiled the first Adidas by Stella McCartney stand-alone store, located next to the recently opened Stella McCartney mainline and kids’ store in London’s Brompton Cross area. The 800-square-foot, two-floor store will carry collections including the Adidas by Stella McCartney activewear line, the Stella Gold collection — which comprises pieces from the Team GB Olympic lifestyle collections McCartney has designed — along with a replica collection of the kit that McCartney has created for the British teams competing at this year’s London Olympics.

McCartney described the opening of the store on Fulham Road as “an amazing way to finish off the full voice of the brand,” she said. McCartney designed the space with architects APA, using materials such as timber, concrete, brass rails and glass shelving. Nick Craggs, marketing director for Adidas U.K., said: “The vision was to create a great and unique store concept that positions the Adidas by Stella McCartney label as a premium sports collection,” he stated, adding that its design will provide the basis for the “next generation” of store design when the label presents the Adidas by Stella McCartney line around the world.

This story first appeared in the May 29, 2012 issue of WWD. Subscribe Today.

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