Today’s retailer must do more than just sell.
They must provide an experiential environment that allows them to connect with the community and the customer. In a collaborative effort, adidas and Footaction, a division of Foot Locker (New York), did just that. The adidas Originals Collective shop-in-shops, designed by Big Red Rooster (Columbus, Ohio), opened in five Footaction stores over the past year; one in Detroit, New Orleans and Atlanta, and two in Houston.
According to Dana Fleming, vp of merchandising for Big Red Rooster, “The adidas Originals Collective is designed with the consumer’s lifestyle in mind. He [adidas has named its ideal customer prototype “Ike”] is into fashion, music and sports, and this collective lifestyle influences the brand experience.”
Seamlessly integrated into an existing Footaction environment, each 1500-square-foot shop is a holistically designed environment offering an assortment of adidas Originals product within a dedicated space. Fleming adds, “Instead of trying to design a retail store, we sought to design an immersive experience. The adidas Originals Collective is an interactive, relaxed environment that completely caters to the consumer. We designed the in-store shop to feel aspirational, yet local. The design plays off the haberdashery feel, creating a sophisticated, customized experience.”
The store was designed with Ike in mind from the inside-out. A strong slat wood storefront draws its visual cues from the interior, communicating to passersby what’s inside. The interior is suggestive of an urban landscape with references to city colors, rhythms, patterns and details found only in an urban setting, including street-culture-inspired art and typography.
With New York luxury retail design as inspiration, the space is defined by mood lighting, lavish woods, rich metals and plush leathers. Additionally, a combination of sleek natural elements are mixed with gritty industrial motifs. A clean, white oak is used thematically throughout the space and is contrasted by custom industrial lighting, fixtures and a natural, gray poured-concrete floor.
A digital interactive “look book” on a vertical screen allows customers to compose a head-to-toe virtual model of a look that’s their own. Each shop features a customization wall where customers can further create their own style with T-shirts, colored shoelaces and an array of colorful socks.
One of the design challenges was connecting with the community while celebrating the company’s heritage. Adidas Originals is a sportswear brand designed for the street. While each shop features recognizable local references, the memorable adidas heritage trefoil logo is deliberately integrated into the façade, interior elevations and even mannequin platforms.
Each location also features curated local artwork intermixed with framed adidas memorabilia, which were included to complete the connection. In an ode to Texas, a stacked sculptural plywood table in the shape of the Lone Star State was used in a store in Houston’s Greenspoint Mall.
“You never want consumers to feel like you’re selling to them,” Fleming says. “When designing an in-store shop, it’s important to create an authentic environment that immerses consumers in the experience.”
Toward that end, the stores are designed as a complete sensory experience, with the ability to host events where the space can flex to accommodate local happenings. The opening of the Houston store coincided with the NBA All-Star Game played in the city. The store featured an NBA event complete with local musicians and a DJ.
The Collective provides an opportunity to introduce new products and concepts presented in a relevant and contemporary setting, just as Ike would like.
PROJECT SUPPLIERS
Retailer
adidas Group, Portland, Ore.
Foot Locker Inc., New York
Design and Architecture
Big Red Rooster, Columbus, Ohio
Design
adidas Group, Portland, Ore.
Foot Locker Inc., New York
General Contractor
Foot Locker Inc., New York
Fixtures and Materials/Wallcoverings
MDC, New York
G3K Displays, New York
Visual Magnetics, Mendon, Mass.
Ceilings
Armstrong, New York
Flooring
CentiMark Corp., Allentown, Pa.
Mats Inc., Stoughton, Mass.
Lighting
Artemide, Cincinnati
Photography: [Houston store images] Benjamin Hill Photography, Houston, Texas; [New Orleans store images] Chad Chenier Photography, Baton Rouge, La.