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adidas Originals Spring/Summer 2008: Introducing Originals Denim by Diesel & Presenting the Atelier Retail Concept

On February 4, 2008, two iconic lifestyle brands, adidas Originals and Diesel, launched break-through product collaboration - adidas Originals Denim by Diesel.

The first denim collection to result from this four year relationship is a collectible line of extremely detailed, premium denim for true aficionados, designed together by the adidas Originals and Diesel creative teams.

adidas Originals and Diesel - two global brands that stand for authenticity, self-expression and creativity - have come together in the spirit of unconstrained exploration and collaboration.

Berlin and New York were the first metropolitan cities to welcome the new adidas Originals Atelier retail concept, to be launched exclusively during their respective Fashion Weeks. Inspired by all of the characteristic traits of an atelier that symbolize the evolvement of craftsmanship, the new retail concept shapes a fresh identity and combines the brand's incomparable sports authenticity with a contemporary look.The newly designed adidas Originals store will be transformed into an open and inviting space that will serve as a one-of-a-kind destination where consumers are inspired to Celebrate Originality.
The in store event pictures
Atelier pictures
click on the thumbnails to enlarge pictures

The concept transforms the store into a canvas that allows adidas Originals to share its rich brand history while showcasing unique product stories each season. Inspired by the true meaning of an atelier, an open space where inspiration and creativity are ignited, the remodeled adidas Originals stores will enable consumers to interact with the Trefoil in a truly creative way. The Originals Atelier will incorporate all of the tools needed to bring this vision to life in a unique atmosphere, representing the ultimate platform for self-expression.

The store design is built for use while embodying all of the characteristics of an atelier, including workbench-inspired tables, shoe molds, footwear walls that expose the inner working of the stockroom, unstructured boxes built into the merchandising walls, and new communication tools such as frames, vices, televisions, books, and Celebrate Originality globes. Each table within the stores will have one ornamented leg, signifying our 'one foot in the past' and every store will have the opportunity to include customized work by a local artist. These many facets of the concept reflect the three pillars of the Celebrate Originality campaign- Creativity, Authenticity and Individuality.

The Berlin and New York stores will offer the first mi Originals Centres. Borrowing interior references inspired by old tattoo parlours, mi Originals invites consumers to design their own shoes, offering all of the equipment needed to create their individual interpretation of iconic sneaker silhouettes such as the Superstar and ZX700. In addition, each store will include a Library to serve as a resource for any creative personal endeavor. The Library will be an area to relax, offering inspiring stories and enabling originality through its display of archive books, lifestyle publications and replica products.

Finally, a collection of frames will make up an interactive Trefoil wall, a centrepiece for the atelier, including photos and videos displayed on mounted LCD screens, where the Originals crowd can leave a mark of their own self-expression. Consumers can take their own photo and have it electronically captured on the picture wall for a duration of 24 hours. Additional frames will display Celebrate Originality imagery and videos.

The Atelier concept will launch with openings in Berlin and New York with the Spring/Summer 2008 collection, including the Originals Denim by Diesel line. The Atelier will roll-out in major metropolitan cities in eleven key markets throughout 2008: China, France, UK, Spain, Italy, Russia, Japan, Korea and Brazil in addition to Germany and the US.

Read the related news: adidas Originals Spring/Summer 2008 - Introducing Originals Denim by Diesel





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