Cross cultural appeal: The Collection
Global credibility and local relevance
adidas Originals, the brand which effortlessly influences fashion, streetwear and sport culture needed to create a consistent DNA for its global retail experiences. Together with adidas's global design team, we created a retail concept powerful enough to resonate with streetwear tribes and cultures around the world. This retail concept can flex across multiple global markets and store formats. Today The Collection is appearing in standalone locations all around the world, and we’ve brought it to life in both Tokyo and London.
Curating the best of streetwear
The task was to design a powerful global retail concept which would work across markets, store formats and local streetwear cultures. adidas Originals wants to create powerful destinations for sneakerheads and streetwear purists to gather. More than just ‘shops’, these are places that become a conduit for fashion/streetwear culture, wherever they appear globally.
From the archive to the streets of Tokyo
The Collection concept is directly inspired by the famous adidas brand archive at the brand’s headquarters in Herzogenaurach, Germany. This contains adidas Originals products, together with the cultural reference points and collaborations which have inspired generations. We visited the adidas archive to draw inspiration about the past, present and future of the adidas Originals brand and developed the concept with adidas Originals global design team. We then took The Collection and brought it to life in a standalone store in Tokyo, the global streetwear capital as well as within London’s main adidas flagship.
Streetwear as art
The Collection takes in the past, present and future of the brand, inviting people to discover adidas Originals. It positions iconic pieces on minimal gallery plinths and uses archive fixtures which present past, present and future collections as artefacts, in a slick luxury ambience.
“We mixed cultural influences with future-focused technology, contrasting the familiar with the unexpected.”
Joe Evans, Creative Director, Checkland Kindleysides