Be still our Active hearts…the first-ever, adidas by Stella McCartney global flagship has officially opened on Fulham Road in London. Designed by architects APA, the store features a fresh, optimistic take on performance-inspired fixtures and merchandising. The store will carry adidas by Stella McCartney SS12, Stella Gold, My 2012, Team GB replica kit and Villagewear, AND adidas by Stella McCartney FW12 will launch in-store in July just in time for the games.
“adidas has worked in collaboration with Stella McCartney to create a bespoke concept and fit, challenging preconceptions of sports environments. The space combines both traditional and modern materials in innovative combinations, with new colours and textures sought for sport. Throughout the store, artistic composition balanced with functional simplicity, creating juxtaposition is prevalent. Colour and lightness are explored with delicate wall hanging, sculptural simplicity and block colour walls.”