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Adidas Originals, London Looking more like the entrance to a nightclub than a retail outlet, our next innovative concept lies in the creative hub of London’s trendy East End. Shoreditch has long since been regenerated and redeveloped and its retail and leisure offering continues to grow laterally alongside its cosmopolitan society, so it is only fitting that this next store follows suit. This is a brand as closely associated with sports as it is street wear; its logo can be found adorning pitches, athletes and high streets alike. This new outlet is clearly rooted in the urban community and has a far greater depth than its usual high street store. Adidas Originals has focused on its intrinsic sneaker culture for the launch of its recent revolutionary design. Hanbury Street presents an interior that is so rich in texture, design and creativity it emits a truly exceptional ambiance. The entrance is far from the accepted all glass, double height storefront that has become synonymous with modern retail experience stores. The reclaimed doors sourced from the British Museum are enormous expanses of wood that cover a substantial part of the exterior. Industrial metal shutters obscure another large portion from view. The logo, positioned top right above the doors, is so insignificant it is barely noticeable. From the outset this is very unusual retail behaviour particularly from such a popular global brand.
This is a branding exercise that appeals directly to its eclectic followers and conveys a very powerful message of individuality. Checkland Kindleysides has created an electric experience in this simple shop, one that is definitely worth a visit. I found it truly remarkable! . .
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Shop and Display Equipment Association
24 Croydon Road, Caterham, Surrey CR3 6YR Tel: 01883 348911 Fax: 01883 343435 email:enquiries@sdea.co.uk
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