Cultural revolutions often begin in local neighbourhoods or kiez. Our challenge was to build a visual language that celebrated the unique qualities of these communities. In all of our ideas, we explicitly linked each of the Adidas Originals stores with the streets that surround them. We developed an installation for each of the flagship retail stores globally, which were inspired by blue foam architectural models. The iconic Adidas Trefoil symbol is built up out of a three dimensionally extruded model of the urban landscape immediately surrounding the stores.

Customised Adidas branding heroes the store’s location and the packaging proudly displays the store’s address. A bespoke map illustration for each city adorns bags, wrapping paper and printed store collateral.

In addition, we were commissioned to create a bespoke retail signage system to highlight products, and tell stories about each neighbourhood as well as the iconic footwear and apparel in the range.

The overall sense of coherent but also appropriate to each neighbourhood and uses a palette in keeping with the fresh and urban personality of Adidas Originals.

The “Neighbourhood” concept for adidas Originals flagship stores has been created to strengthen the bond with our target streetwear consumer and ultimately re-confirm Originals as the pioneering sportswear brand for the streets. By doing this, we expect the flagship stores to have a halo effect and elevate our Originals business globally. The flagship stores will do this by

landing in the key, influential cities around the world,

representing the best-of-the-best of Originals products including exciting collaborations and limited editions,

activating the store with new tools and through a newly created in-store Activation Expert role,

creating a staffing model beyond the obvious where staff are true brand ambassadors and where staff are empowered to be authentic; to be Original.

All the design and branding helps to represent and reinforce these messages.