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First Look: Adidas flagship puts focus on most exclusive products

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Adidas has opened a new flagship, on Carnaby Street in London.

Dubbed as ‘Home of Originals,” the store is dedicated to the brand’s most exclusive and latest Adidas Originals product as well as brand collaborations and gender-neutral collections. It is described as a space for London’s creatives to come together.

Installations designed by local artists are featured throughout the two-level store, which also has archive product displays and numerous references to Adidas Originals’ connection to music and fashion. There is a DJ set up and vintage-encased speaker system that can be used by customers who want to play a tune. A dedicated area for the Adidas Spezial collection has a custom-designed Spezial pool table, which is also available for all to use.

Reinforcing Adidas’ commitment to sustainability, the store has been created with BREEAM-certified materials, along with reclaimed wood flooring and upcycled furniture. And in a nod to the brand's vision to be carbon neutral by 2050, the store design includes a Stan Smith 3D printed trefoil mural containing living plants.

“The new adidas Originals flagship is one of the best expressions of our brand, combining creativity and sustainability with commerce, and creating a Home of Originals for London Creators,” stated Chris Walsh, VP Brand Adidas, North Europe. “The store will become the destination for the most in demand adidas Originals product in London.”

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