Today, after a short remodelling phase, the world’s first adidas Originals
and feel.
The newly developed store concept for adidas Originals is called
THE COLLECTION.
Inspired by the adidas archive in Herzogenaurach, the concept was
designed with a focus on high-quality product presentation and extensive
storytelling. Mobile archive shelves allow the store to be flexibly
redesigned at any time.
In the adidas Originals Mitte store, the focus is on inclusivity with mixed-
gender merchandising and displaying.
Individual areas of the new store have been designed in creative
collaboration with selected artists from Berlin, including Monja Gentschow,
yours truly.
The new store concept is designed to give local artists, designers and
creatives the opportunity and space to present their art and ideas in the
form of curated exhibitions and installations in the store.
There will also be a regular program, created in collaboration with local
creatives, ranging from workshops to talks, as the Berlin art and design
scene continuously offers opportunities to build on this concept.
Since the interior concept of the store is strongly influenced by the Adidas
archive in Herzogenaurach, of course some vintage had to be included, too.
I selected 9 models that have a strong root in Berlin‘s adidas history and
are in my opinion relevant silhouettes to the city.
