On December 1st Adidas opened their largest store in the companies' history. The flagship store boasts 45,000 square feet across four floors in New York City located on 5th Avenue and 46th Street. Mark King, Group President of Adidas North America commented on the store stating;
“It’s our No. 1 global flagship; it’s the best articulation of our brand. When you think about everything that we’ve been doing to create what’s fresh and new about our brand, this is the first physical manifestation of everything that we’re about. In terms of size and scale, it’s the biggest global store that we’ve ever had.”
The Temple of Training concept highlights Adidas new performance training apparel for Women and Men in a high energy, authentic environment reminiscent of the modern training facility. Tangram designed and constructed the Temple using training rope, 100 lb kettle bells, zinc oxide training bars, athletic court flooring & gym accessories for the flagship store's grand opening. Tangram installed directional audio focused directly over the featured Adidas products provides unexpected acoustic experience that deepens your sense of immersion in the Temple. The open 5th Avenue window displays are comprised of over 100 custom, individual weight plates (between the two) to carefully craft a mosaic that pictured Female and Male Adidas athletes training for their sport. Exercise tubing, custom light rods & kettlebells completed the look.
The theme of the Flagship store is modeled after a high school stadium. Incorporating this concept of stadium retail design the flagship store has a sports tunnel entrance. Once inside patrons can test Adidas' products on turf and track areas, try on clothing in the stores locker room designed dressing rooms, grab a drink from the juice bar, and either watch live sports on two enormous flat screen TV's from stadium seating or get a personal fitness consultation.
Adidas aims to target both tourists and local Manhattan consumers with it's central location and turning the store into a destination. Adidas plans on drawing in customers by offering popular and newly released products while focusing on creating a positive and unique customer experience. With the Idea of turning a brick and mortar store into a destination Adidas built the flagship store so that it can change design themes to accommodate new product launches, events with athletes to promote the Adidas brand, and any number of initiatives. Lines were wrapped around the block for it's grand opening. Popular products like the Ultra Boost were available for customers to personally customize for the first time and a new version of 4 time NBA all-star James Harden's "Harden Vol. 1" were available on the launch day.
Our team here at Tangram was called upon to assist with the creation of the Adidas Temple of Training.
“It was nothing short of a global mecca to the Adidas brand, and a true snapshot into where the brand is headed.”
