BLENDING IN & BRINGING THE SPOT TO LIFE

Cooperating with different parties across countries virtually among the pandemic has presented several major challenges for Various Associates under a limited time frame: How to interpret the concept of "Home of Sport" and combine it with the local culture? How to meet the display needs of massive product volume and varied VM(Visual Merchandising) tool combinations? And how to design based on the rules of the existing ceiling track system and VM display system, and deliver managed design upgrade of details. Among them, a primary goal is to creatively translate the brand concept into spatial expression with local characteristics.

The new facade design language extends the block outline of traditional Korean architecture while seamlessly blending in with the facade of the original building. The concise and clean layers with dynamic lighting effects emerge from the lively streets as a pure and dazzling scenery of Myeongdong.

Parallel linear metal strips conceptually derived from the iconic adidas logo as a key motif is not only highlighted on the facade, which extends all the way in, visible in many places among the shop interiors.

The axial symmetrical entrance and the airy feeling of the "atrium" draw inspiration from the layered entry experience of the traditional courtyard. Over to the left-hand side stands the custom footwear wall for the Sportswear series. It again adopts the strip element extracted from the logo, delivering an upgrade from the existing universal footwear wall modules along with an innovative use of material. The matte vertical metal display shelves are arranged in the same rotation angle, reflecting the signboards on their backside for the display window. Viewed from different angles, the reflected blurred color blocks enrich the clean display shelves and connect to the outdoors in a subtle way.