Contract Magazine - March 2018 - 49
Concrete, exposed ducts
and conduits, and floodlights
lend a utilitarian toughness
(above and opposite, top).
Authentic training areas allow
guests to turf-test products
(opposite, bottom).
The static, single-use approach to retail has been cast
aside in favor of a more active, experiential, and event-based
customer experience: stadium-style seating offers ample space
for people-watching and is used by the brand to host in-store
events, and floodlights hung from above recall high school football
fields. "The ground floor is all about launches, showing new
products, and letting people test things out for themselves,"
Bricker says.
Consumer as creator
For Gensler, the design was about translating adidas's brand
identity into interior space. "Our target consumer is the 'creator'
who appreciates shopping situations that feel like events,
and seeks connectedness with brands that prioritize community
and commerce and offer entertainment," says Kate Maher, senior
director of retail concept creation, concept to consumer at adidas.
"We designed the flagship as a platform to deliver these experiences
and situations, which can evolve over time. We have deliberately
designed and provided areas for creators and consumers to meet
on the bleachers during a speaker series."
The "field of play" theme is carried throughout the store:
the outline of a basketball court is delineated in a neon ceiling
fixture by design agency Checkland Kindleysides, which also created
many of the store's display systems and fixtures. Fitting rooms
mimic players lounges; the designers decorated these spaces with
vintage seating and memorabilia from New York-area high schools,
adding a note of nostalgia to the hard-edged interiors.
The sports label believes in Gensler's design vision-
it's teaming up with the designers for variations on the flagship
in Paris, Beijing, and beyond. "Each store will be a living expression
of the energy of that city," Bricker says.
Maher adds: "At adidas, we believe that sport has the power
to change lives. Our products are the means, and our consumers
use those products to transform themselves, to change themselves,
and to change the world. Both design and sport truly are transformative." c
contract
Contract Magazine - March 2018
Table of Contents for the Digital Edition of Contract Magazine - March 2018
Contract Magazine - March 2018
Contents
Editorial
Industry News
Designers You Should Know: FRANK
26 Columnist: Disrupting Practice: Findings from the Practice Innovation Lab
Product Focus: SILQ
Product Briefs
REI
adidas
Frye
Atkinsons
Galeria Melissa
Sources
Ad Index
72 Tokyo-based Emmanuelle Moureaux explores color and space with her immersive installation, “Color and Time”
Contract Magazine - March 2018 - Contract Magazine - March 2018
Contract Magazine - March 2018 - Cover2
Contract Magazine - March 2018 - 1
Contract Magazine - March 2018 - 2
Contract Magazine - March 2018 - 3
Contract Magazine - March 2018 - 4
Contract Magazine - March 2018 - 5
Contract Magazine - March 2018 - Contents
Contract Magazine - March 2018 - 7
Contract Magazine - March 2018 - 8
Contract Magazine - March 2018 - 9
Contract Magazine - March 2018 - 10
Contract Magazine - March 2018 - 11
Contract Magazine - March 2018 - 12
Contract Magazine - March 2018 - 13
Contract Magazine - March 2018 - Editorial
Contract Magazine - March 2018 - 15
Contract Magazine - March 2018 - 16
Contract Magazine - March 2018 - Industry News
Contract Magazine - March 2018 - 18
Contract Magazine - March 2018 - 19
Contract Magazine - March 2018 - 20
Contract Magazine - March 2018 - 21
Contract Magazine - March 2018 - 22
Contract Magazine - March 2018 - 23
Contract Magazine - March 2018 - Designers You Should Know: FRANK
Contract Magazine - March 2018 - 25
Contract Magazine - March 2018 - 26 Columnist: Disrupting Practice: Findings from the Practice Innovation Lab
Contract Magazine - March 2018 - 27
Contract Magazine - March 2018 - Product Focus: SILQ
Contract Magazine - March 2018 - 29
Contract Magazine - March 2018 - Product Briefs
Contract Magazine - March 2018 - 31
Contract Magazine - March 2018 - 32
Contract Magazine - March 2018 - 33
Contract Magazine - March 2018 - 34
Contract Magazine - March 2018 - 35
Contract Magazine - March 2018 - REI
Contract Magazine - March 2018 - 37
Contract Magazine - March 2018 - 38
Contract Magazine - March 2018 - 39
Contract Magazine - March 2018 - 40
Contract Magazine - March 2018 - 41
Contract Magazine - March 2018 - adidas
Contract Magazine - March 2018 - 43
Contract Magazine - March 2018 - 44
Contract Magazine - March 2018 - 45
Contract Magazine - March 2018 - 46
Contract Magazine - March 2018 - 47
Contract Magazine - March 2018 - 48
Contract Magazine - March 2018 - 49
Contract Magazine - March 2018 - Frye
Contract Magazine - March 2018 - 51
Contract Magazine - March 2018 - 52
Contract Magazine - March 2018 - 53
Contract Magazine - March 2018 - 54
Contract Magazine - March 2018 - 55
Contract Magazine - March 2018 - Atkinsons
Contract Magazine - March 2018 - 57
Contract Magazine - March 2018 - 58
Contract Magazine - March 2018 - 59
Contract Magazine - March 2018 - 60
Contract Magazine - March 2018 - 61
Contract Magazine - March 2018 - Galeria Melissa
Contract Magazine - March 2018 - 63
Contract Magazine - March 2018 - 64
Contract Magazine - March 2018 - 65
Contract Magazine - March 2018 - 66
Contract Magazine - March 2018 - 67
Contract Magazine - March 2018 - 68
Contract Magazine - March 2018 - 69
Contract Magazine - March 2018 - Sources
Contract Magazine - March 2018 - Ad Index
Contract Magazine - March 2018 - 72 Tokyo-based Emmanuelle Moureaux explores color and space with her immersive installation, “Color and Time”
Contract Magazine - March 2018 - Cover3
Contract Magazine - March 2018 - Cover4
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