Berlin makeover for Adidas Originals
The first ever Adidas Originals store was in Berlin, in fashionable Mitte and just on the fringes of what was East Berlin. Now the store has been given a root and branch makeover and while the usual raw concrete and industrial ambiance remain, this is a space that has been repurposed to appeal to the local demographic.
Or put another way, this will be the setting for ‘hyper-local’ launches (presumably the well-heeled crowd found in this part of the German capital) and it is to be expected that excitement will be generated by a series of one-offs and events that are appropriate to the area.
The store itself has everything from a table tennis table to pictures of women in exotic locations (the message seems to be one of diversity).
Berlin’s reputation as a creative hub is given a shot in the arm by this refurbishment.