One of my latest project at Sid Lee was developing the strategic and architectural approach to adidas Originals’ new global retail and experiential concept, rolling out in flagship stores around the world from Berlin, London to Shanghai.
Five years after the launch of the Originals atelier, Originals needed to revamp the worldwide retail concept to remain relevant and reassert its supremacy in the category. Working closely with Sid Lee Architecture and adidas’ retail team, we developed the concept of “Neighbourhood“.
“Neighbourhood” captures the raw energy of the streets to turn Originals stores into local cultural epicenters. The idea was to connect the retail space to its immediate environment, to the city’s unique neighborhood in which the store will live and to the people who live there. As a result, each store has its own personality and distinctive flavour and embraces the vibrant environment of the neighbourhood it’s in. We thought of it as the space through which both Originals and its fans’ spirit can be carried to any location.
You can read more about it here and check the Berlin flagship-store below:
Advertising Agency: Sid Lee, Montréal
Architecture: Sid Lee Architecture, Montréal
Executive Creative Director: Kris Manchester
Strategy Director: Simon Wassef
Senior Strategist: Stéphane Missier
Group Account Director: John Wilson
Account Manager: Myriam Veilleux