We’ve said it before, Seongsu is fast becoming one Seoul‘s leading shopping grounds, featuring a growing retail mix of leading high-end and premium brands. The latest global brand to arrive in the neighbourhood is sportswear behemoth adidas which has just inaugurated a flagship store for its adidas Originals line. Interestingly, the concept of retail space embeds street culture and the neighbourhood’s architectural identity, while also flaunting the brand’s connection with South Korea. Occupying three spacious floors of a modern building with a robust, Brutalist-inspired blind façade of red bricks, the flagship store sees a collaborative design created by the in-house design team of adidas and London-based design agency Checkland Kindleysides. Inside, an imposing layering of steel, concrete and glass unfolds, thanks to an atrium construction which also allows in floods of natural light. The ground floor, dubbed Launch Zone, presents the adidas Originals apparel collection. Here, the setting features mirrors that seamlessly connect the exterior and interior.
One floor up, shoppers can indulge in a wide array of footwear, showcased on sleek tiered shelving which seemingly wraps around the space. Matching understated seating units have been designed by local architecture and design practice Atelier KHJ. Additionally, the so-called Statement Zone and City Shop corners present a range of products exclusive to the new flagship store and special graphic T-shirts. The top floor houses the Made for You service space, a place where shoppers can express their individuality using the customisation design services. As said, the adidas Originals flagship store embeds local street culture. In fact, it actively taps into it, resulting in a rotating programme of related special events and programmes which are to be held on the premises, be it in-store, in the patio, or on the spacious rooftop. For the opening, special artworks by local artists Kim Ji-soon and Oh Jae-hoon are exhibited, respectively showcasing upcycled, music-themed objects and sculptural objects in the shape of moon jars, vases, and lamps. © superfuture
adidas Originals
32 Yeonmujang-gil (Seongsu)
04781 Seoul
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