New flagship store for adidas by Stella McCartney
Adidas and Stella McCartney have opened their first collaborative store in London.
The German sportswear brand has worked with the British designer to create a bespoke concept and fit with the aim of challenging preconceptions of sports environments.
The focal point is a chain link sculptural element in laminated timber, which encircles a display of lightweight athletic clothing.
Nick Craggs, adidas UK marketing director, said: "The vision was to create a great and unique store concept that positions the adidas by Stella McCartney label as a premium sports collection.
"This store will enforce our connection to deliver great
product for woman in the one and only store dedicated to only selling adidas by
Stella McCartney collections. This store will also launch our next generation
of store design for presenting the adidas by Stella McCartney label worldwide."
