adidas sneakers : originals stores

adidas sneakers : originals stores .......................................................................................................................................................................................

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adidas originals stores

/ new york
design by eoos design gmbh, vienna, austria
http://www.eoos.com

north america's first adidas originals store opened in
august 2002 in new york's soho, one of the city's liveliest
and most prominent shopping areas (the first two adidas
originals stores opened in berlin and tokyo in 2001).
eoos developed a world-wide shop concept for the adidas
brand. the challenge was to design a separate image for
the product range using classic designs from the company's
history in the 1950s to 1970s.

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concept
the scenario is a simple market (a flea market, perhaps),
where the focus is not only on searching, but also on finding
...old sports clothing is bought up by a small group of people
and transformed into a new trend...
a scenario for the magic moment of finding and transforming
into a trend!

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how
large, low tables exhibit the goods as if spread out on blankets,
and large crystalline boxes hold the rest of the goods like baskets.
together, these form the only elements of this street market.
there are no fixed furnishings, and everything is movable.
just like a market, the display is arranged in several continuous
rows which you can walk between.
the walls are not used at all, only the 'marketplace'.
just like a market stall, displaying, trying on and buying of goods
all happen in a single place - and even the changing cabins
are fully integrated into the 'happenings'.
the sales assistant does not have to go to a storeroom to find
a certain size: everything you can see is everything you can buy.
to try on products, you simply use the 'display area', sitting down
on one of the tables. this concept represents a huge step
backwards in the history of shopping, made in order to move
forwards.
the temporariness of the 'originals store' allows it to be used for
purposes that are not normally possible. the elements can be
temporarily stacked in part of the store, the large table units become
seating areas for a 'chill out', and the cash desks are transformed
into DJ desks or bars: the store becomes a club.

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façade, window decoration
there is no façade, just a piece of transparent 'fencing' consisting
of glass. like a time machine, glass bumps form the classic 'trefoil'
(clover leaf) from a distance. as you come closer, the trefoil
disappears, allowing you to see through into the market behind
- no façade, no shop window decorations.

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logo
the shop is identified by high-tech video imagery projected through
clear adidas logos on domed monitor shields. the loops range from
current TV spots to authentic footage of founder adi dassler inventing
the world's first removable-stud soccer cleat.
three-striped, rubber track flooring guides customers through the
center of the shop to the shoe wall. each shoe fixture mounts to
adidas' signature tri-post system, which subtly reinforces the striped
branding while acting as the shops' modular merchandising system
and primary structural element.

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who is adidas' founder
company founded by adolph dassler in herzogenaurach in southern
germany in 1924 (his brother rudolph fell out with him and set up a
rival business across the moselle, which he called puma).
http://www.adidas.com

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... trend
among the trainers for professional use, adidas undertook
design collaborations for a limited-edition footwear.
teens and and twentysomethings have moved on to retro shoes
with slim soles and simple lines. a third division is called
‘adidas sport style – the future in sportswear’,
the japanese designer yohji yamamoto is be the creative director
of this division. the collection has been presented in october 2002
and hits retail this spring/summer 2003.

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see also
nike