With a declaration of love for Berlin, the world’s first adidas Originals Store will open on Saturday, September 29th, 2001 in Berlin-Mitte, the vibrant new center of Berlin’s young and cool. Celebrities at the exclusive opening for invited guests only on September 28th will be Ilie Nastase, the tennis legend, and Mehmet Scholl, German National Team player and Originals fan.
Further Originals Stores are planned for London, Tokyo and New York.
adidas Originals is part of the exciting new adidas brand strategy, which takes a three divisional approach: Forever Sport, Originals and Equipment. This strategy allows adidas to expand its customer base and to gain deeper market penetration in its existing markets.
“The Originals concept is positioned to convey the heritage, competence and authenticity of the adidas brand. Our Originals Stores will provide the ideal stage for implementation of this concept at retail and will initiate new trends through direct contact with our consumers,” commented Erich Stamminger, Member of the Executive Board of adidas-Salomon AG, responsible for Global Marketing.
All adidas Originals Stores will carry Originals products exclusively. adidas Originals Berlin will feature the first Originals collection for Fall/Winter 2001 and will give a small preview of the upcoming Spring/Summer 2002 collection. The 320 sqm area will give visitors an overview of the global Originals collection, including apparel, footwear and accessories. In addition, special editions such as the “I love Berlin“ T shirt or the adidas Crystal Superstar, limited to a rare 100 pairs, will inspire the sophisticated clientele to make further excursions into the Originals Store.
The store concept will give interesting opportunities for diversity: During the day, the store will inspire the customer to shop, at night it can be transformed into a meeting point for cultural events.
adidas Originals Berlin
The Store Concept Design: EOOS 2001
EOOS has developed a worldwide store concept for the adidas Originals Division. The EOOS design group has proven its expertise in this specific field of brand/architectural design, with the shop-in-shop concept for perfume and make-up for Giorgio and Emporio Armani. adidas asked for a distinctive presence for its product range of classic design dating back to the 50’s – 70’s. Each of these products has its story, which is also narrated.
FIND AND TRANSFORM
EOOS’ poetic analysis showed that not only these products, but also the store, with its consumers and their rituals, called for an authentic (hi)story. The scenario is a simple market where not looking for things, but FINDING them comes to the fore. Old sportswear is bought by a small group of people and transformed into a new trend. EOOS creates a scenario for this magic moment of finding and transforming into trends.
MARKET
Large low tables displaying the products as if spread out on blankets and big crystalline boxes holding the other products as if in baskets form the only elements of this “original market”. There is no built-in furniture, everything is mobile. The installation is market-like, with continuous rows and passages. The walls merely serve the purpose of separation for the eye. Only the “marketplace” itself is used to present the products - just like at flea-markets, where displaying, trying on and buying the products all takes place in one spot. Even the changing rooms are integrated in
the center of these happenings. The sales assistants do not have to go off to a storeroom to find a certain size – what you don’t see, you can’t buy. To try on shoes, you sit down on the product display platforms. A big step back in the history of selling in order to move forward.
STREET
The filling of the space is temporary. Like an empty site surrounded by buildings, where the only façade of a street-market is a simple hoarding, the Originals Store does not need conventional design. No façade, only a transparent piece of “fence” – nap patterned glass, forming the classic “trefoil” logo like a time machine from a distance. Coming closer, the logo “disappears” and opens up the view onto the market behind – no façade, no shop-window decoration.
TRANSFORMATION
The temporary conception of the Originals Stores allows utilizations that would not normally be possible. Elements can be temporarily stocked in parts of the stores. The large table elements may be changed into seating for “chill outs”, the cash desks transform into a DJ turntable or bar. The whole store transforms – into a club.
adidas Originals Berlin
The Facts
adidas Originals Berlin
Münzstrasse 13 – 15
D - 10718 Berlin
TELEPHONE +49 (0) 30 27594381
FAX +49 (0) 30 28097590
OPENING HOURS MO – FR 12 noon – 8 pm, SA 11 am – 4 pm
STORE SPACE 320 sqm
STORE MANAGER Stephanie Dust
ARCHITECTS Design: EOOS 2001 www.eoos.com
STORE CONSTRUCTION Kunzweiler Messebau GmbH
The Originals Collection
Once Innovative, Now Classic, Always Authentic
`Once Innovative, Now Classic, Always Authentic´, adidas Originals target consumers who want to buy trend and fashion products exclusively for leisure usage but still are inspired by sports. This is the division that will carry the majority of the leisure-oriented products that fit under adidas’ new brand positioning of “From Competition to Lifestyle”.
The Originals Division has three different product segmentations in footwear and apparel:
RE-INTRODUCED
Re-introduced products are limited volume re-makes of classic products.
[ The First Suit, the track suit that started it all. There is no visible branding except for the 3-stripes. Re-introduced for the Fall/Winter 2001 collection.]
RE-INTERPRETED
Re-interpreted products are based on the authentic original sport version, with updated colors, materials and details.
[ The A-15 Superstar Tracksuit, a classic-cut, straight-leg track suit, re-interpreted for our times.]
RE-DESIGNED
Re-designed products are inspired by the old adidas originals in style and craftsmanship, but put in today’s fashion context.
[ The Cross Tee, with the cross design element borrowed from the classic Italia shoe.]
All products in the Originals Division will use the classic adidas trefoil logo.
With the Originals collection adidas pays tribute to its cultural past whilst looking to the future.
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