China in-store News
Adidas Originals with First Flagship Store in China
The brand has opened its first Originals flagship store in Chengdu, China in the popular Sino-Ocean Chengdu Taikoo Li Shopping District.
Bringing together traditional and modern elements, the new store is housed in a very well-preserved, centuries-old cultural building, the Majiaxiang Asarm (1840). The building is made of stone and wood in the late Qing Dynasty and Adidas explains that it is a courtyard house with three separate rooms and a central courtyard.
With a total area of 525sq m and a sales area of 367sq m, a glass structure connects the three spaces whilst preserving the courtyard and two existing trees. The entrance area of the store is the central campaign area where all the new products of the store are presented. The large room presents the shoe gallery and the brand’s range of sneakers meanwhile a small room of the courtyard has been converted into changing rooms and the central courtyard houses the clothing range and the maker lab.
In the restoration and redesign of the space, Adidas has maintained the ‘utmost respect for history and culture, and tailored many of the design ideas to the original features of the building.’