adidas Originals just opened a new flagship store in Carnaby Street, London, “Home of Originals” described as the new must-see space in the city. Inside we will not only find exclusive products, but a store is also a place creatives-mind can meet and share new ideas, still maintaining the aesthetic of the brand and its location, Soho. Chris Walsh, vice president of Adidas said ahead of the store’s opening: “The Carnaby Street area is a huge hub for creativity and has played an integral part in the youth culture of London throughout the ages. The new Home of Originals store is a hub for London’s creatives to come together, and we see the long-term consumer appetite for this type of store and a community space in London and Carnaby specifically.” Paolina Russo and Bethany Williams designed the space and Melissa Kitty Jaram curated some of the pieces featured in the store while the neon lights are produced by God’s Own Junkyard.
Some products from the archives of the brand are showcased around the two floors store, that will highlight Adidas Originals strong relationship with music, fashion and culture and their collaborations with people like Kate Moss and Missy Elliott. The store also has an area that features the Adidas Spezial collection like the first-ever custom-designed Spezial pool table, which will be made available to purchase later this year for a limited time only.
Home of Originals store reflects Adidas’ vision for a sustainable future and the store’s design reflects it: they included a huge Stan Smith 3D printed trefoil mural which contains living plants and a sneakers collection made with recycled plastic found in the ocean.
The new Adidas Originals flagship stores will open today, 9th of October 2020 in Carnaby, London, between Foubert’s Place and Kingly Street.