Berlin and New York City are announced to be the first metropolitan cities to welcome the new Atelier retail concept for adidas Originals to be launched exclusively during Fashion Weeks. Inspired by all characteristic traits of an atelier that symbolizes evolvement of craftsmanship, the new retail concept shapes a fresh identity and combines the brand’s incomparable street wear and sports authenticity with a contemporary look. The re-opening of the two newly designed stores reflects the leading Originals retail concept that will be a one-of-a-kind destination where lifestyle consumers Celebrate Originality in its truest sense, maintaining the key pillars of creativity and individuality.

The Atelier concept transforms the store into a canvas that allows adidas Originals to share its rich brand history while showcasing unique product stories each season. Inspired by the true meaning of an atelier, that stands for open space where inspiration and creativity are ignited, the re-modelled adidas Originals stores will serve as an area where the lifestyle community can interact with the Trefoil in a truly creative way. The Originals Atelier will incorporate all of the tools needed to bring this vision to life in a unique atmosphere representing the ultimate platform for self-expression.

The store design is built for use while embodying at the same time all the characteristics of an atelier, including workbench-inspired Tables with shoe molds, Footwear walls exposing the inner working of the stockroom, unstructured boxes building into the Brand, Basics and Denim walls as well as new Communication tools such as windows, graphics, frames, vices, televisions, books and globes through to the creative tooling area of mi-Originals and its first generation design blueprints. The latter invites consumers to design for themselves their own shoes offering all of the equipment needed to assemble their individual creation of iconic sneaker silhouettes such as the Superstar and ZX 700.

In addition, each store will include a Library to serve as a resource for any creative personal endeavor. The Library will be an area to relax, offering inspiring stories and enabling Originality. Another consumer touch point allowing interactivity is the Trefoil wall made up of a collection of photos and videos where the Originals crowd can leave a picture of their self-expression.

The Atelier concept will launch with openings in Berlin and New York with the Spring/Summer 2008 collection including the Originals Denim by Diesel line. Located in hip and artistic areas the Atelier will roll out in major metropolitan cities in eleven key markets: China, France, UK, Spain, Italy, Russia, Japan, Korea and Brazil in addition to Germany and the US in 2008.

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