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Street art, music & fashion collide at Adidas Originals store, Harajuku

adidas Originals
adidas OriginalsBrand ExperiencesFashion & ApparelFootwearJapanTokyo

The home of streetwear culture in Tokyo.

Tokyo's famous Harajuku district is where sport, art, music and street culture collide. It's also where the local creative community can discover adidas Originals' bold new retail Flagship store. Together with the Originals brand team, we designed a brand experience that fuses the past, present and future of this iconic brand. Spanning three floors, the creative retail identity design features moments to bring people together, inspiring and surprising even the most knowledgeable streetwear aficionado.

Every element of adidas Original Flagship store in Harajuku, taps into the passions of its streetwear, fashion and sneakerhead community. Inspired by 'The Collection' retail identity design, we designed a relaxed and collaborative store environment that is alive with creativity and programmed to change at the speed of culture. A brand that's always ahead of the curve, the space presents products within an art gallery setting whilst reflecting an open and gender-inclusive design approach in the in-store visual merchandising, fitting rooms, and product offering. Connecting the retail design language of adidas Originals with the consumer culture of Harajuku.

A bold new retail identity design: The basement features the brand's first ever 'blue space', housing iconic adidas Originals product ranges and a custom vintage pool table.

Embracing the raw aesthetic of the building, our global retail design team used a singular interior design language. This creates a Flagship store space in which adidas Originals collections are elevated and artfully curated. By contrasting raw and polished, the natural and the engineered, digital and analogue - we ensured a premium aesthetic throughout, creating energy and tension within the spatial design. Complementing the authenticity and credibility of the brand experience design, locally sourced vintage furniture and bespoke art created by local artists, ensure the space offers a customer experience where your feel inspired and able to be your most original self.

Rewilding the sneaker wall: A re-imagined footwear wall is designed in utilitarian metal grating contrasted by air purifying planting – which combine to create a subterranean jungle.

Artists in residence: this creative retail space presents three local artists over three floors: Asako Fujikura, Valentin Dommanget, and Gillochindox Gillochindae.

adidas Harajuku

An inclusive retail identity design: Gender-neutral product presentation throughout the store aligns with local style fluidity amongst Gen-Z in Harajuku.

Create your own art: Print-on-demand services in-store encourage creativity and self-expression amongst in the heart of Tokyo's art district.
A gallery-like retail store: adidas Originals collections are presented in creative showcases, with a retail identity design that takes inspiration from Tokyo's contemporary art galleries.

Street art: The creativity of the space is there for all to see, with a fully glazed façade and key retail design elements presenting retail marketing campaigns like street art.

Talk to us about creative retail identity design

If you're curious about how our London design studio creates award winning retail store concepts all around the world, let's talk. You can also head over to our work page to explore more of our creative retail interior designs and brand experience case studies.

For the latest retail trends and creative inspiration, read our Wonder blog or connect with us on LinkedIn today.

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