The German sporting goods provider Adidas AG is breaking new ground with its latest shop. On Saturday, the company opened the “Laundromat” pop-up store in the Berlin district of Prenzlauer Berg. The appearance, offerings and location are deliberately different from conventional Adidas stores.
With the new, 105 square meter store at Stargarder Straße 74, the brand is “for the first time entering territory away from the well-known fashion districts,” emphasized Adidas in a statement. A specially developed concept was used: “A brand new design is presented, which was inspired not only in terms of content but also visually by the ‘laundromat’ scenery. The basic idea is the combination of innovation and sustainability, combined with proactive integration of local youth and neighborhood culture,” explained the sportswear retailer.
When it comes to its appearance, the brand is more reserved than usual: “Adidas consciously keeps a low profile with its own branding and leaves the stage to the product range and local partners,” the company said. At the start, the clothing rental company Pool and the second-hand provider Westend Vintage are presenting themselves in the new store.
The plan is to offer a “regularly changing range” in the future, explained Adidas. At the same time, the store will be used as a “local activation space”: “As a creative space that lives by and for Berliners, events will also take place here outside of opening hours in the future,” says a statement.
