VMSD - May 2014 - (Page 18)
Footloose
The adidas Originals Collective
is a store that Ike would like.
Today's retailer must do more than just sell.
They must provide an experiential environment that
allows them to connect with the community and the
customer. In a collaborative effort, adidas and Footaction, a division of Footlocker (New York), did just that.
The adidas Originals Collective shop-in-shops, designed
by Big Red Rooster (Columbus, Ohio), opened in five
Footaction stores over the past year; one in Detroit, New
Orleans and Atlanta, and two in Houston.
According to Dana Fleming, vp of merchandising
for Big Red Rooster, "The adidas Originals Collective is
designed with the consumer's lifestyle in mind. He [adidas has named its ideal customer prototype "Ike"] is into
fashion, music and sports, and this collective lifestyle
influences the brand experience."
Seamlessly integrated into an existing Footaction
environment, each 1500-square-foot shop is a holistically
designed environment offering an assortment of adidas
Originals product within a dedicated space. Fleming
adds, "Instead of trying to design a retail store, we sought
to design an immersive experience. The adidas Originals
18 MAY 2014 | vmsd.com
Be njam I n H I ll , H OusTOn
By Eric Feigenbaum, New York Editor
http://www.vmsd.com
Table of Contents for the Digital Edition of VMSD - May 2014
VMSD - May 2014
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Design Detail
Footloose
State of the Industry Report
2014 Retail Design Firm Resource Guide
Ground Floor
The Speed of Light
Showroom
Ad Index
Checking Out
VMSD - May 2014
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