CONCEPT

Connected, sustainable and a playground for the adidas community. adidas DXB is an evolution of the LDN flagship store and blurs the lines between physical and digital experiences, offering a seamless consumer journey. Interactive touch points including the ‘bring it to me app’, immersive fitting rooms and RFID lift and learn technology are combined with analogue experiences such as the Maker Lab and Sneaker services where users can customise apparel and bring their favourite sneakers back to life.

As part of the brief we were asked to elevate the women’s category and create differentiation from the men’s area. To achieve this we built a pallette of clay renders, brass and reeded glass to give the space a more boutique aesthetic and combined them with sustainable materials such as bespoke recycled terrazzo, locally sourced timber, sustainable fabrics and cork.

By taking this approach we not only created a space that resonated more with the middle eastern female consumer but also achieved LEED gold certification.

Within the DXB space the Originals collection was applied. This concept was inspired by the adidas archive, which is home to some of the most culturally iconic pieces of adidas history.

The TORSION bar table for the sneaker services was created by using a simple palette of concrete, metal grid and glass. The base which is inspired by the iconic bar in the sole of the torsion sneaker was cast from solid concrete rather than rendered to ensure that it felt like a piece of art rather than a fixture.