Adidas opens Carnaby flagship with digital activations programme

By

Barbara Santamaria

Published
Oct 12, 2020

Adidas has opened the doors of its new ‘Home of Originals’ flagship store on Carnaby Street, London, a space that will house the most exclusive Adidas product alongside brand collaborations like Ivy Park and Yeezy.

The space has been designed with an experiential approach, featuring various installations by local artists, archive products and adaptable event spaces — all with the idea of creating a place that can inspire people to embrace their originality.

But due to the ongoing pandemic, the events programme has been altered to offer digital workshops and Covid-safe live experiences. Kickstarting last Sunday, a series of digital upskilling sessions will see some of the creative scene’s leading names like Canadian designer Paolina Russo and Black Girl Games co-founderJay-Ann Lopez host digital workshops from the Adidas store.

Chis Walsh, VP of brand at Adidas, North Europe, said: “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. 

“The store will become the destination for the most in demand adidas Originals product in London, and we look forward to joining the Carnaby neighbourhood in welcoming our Adidas consumers and community.”

Located on the corner of Foubert’s Place and Kingly Place, the flagship store has been created with BREEAM certified materials, alongside the reclaimed wooden flooring and upcycled furniture.

One-off installations by designers Paolina Russo and Bethany Williams with Melissa Kitty Jaram feature throughout, as well as neon lights by God’s Own Junkyard, London’s neon wonderland store. Further spaces include a DJ set up and vintage encased speaker system made by Pioneer DJ available to be used by consumers and adaptable event spaces. A dedicated area for the Adidas Spezial collection has a custom-designed Spezial pool table available for all to use.