Designed by Gensler, The Adidas NYC Flagship is the largest Adidas store in the world and debuts the stadium concept?the purest physical manifestation of the brand. The design sets the mark for a completely new retail direction that aligns with their invigorated brand strategy of focusing on their target consumers; this is a space made by creators, for creators.
Photography: Dirk Tacke
Armed with adidas?s conceptual direction of ?stadium,? Gensler developed a design with the athlete?s journey in mind. By treating New York City as the metaphorical ?field of play,? the stadium Flagship provides everything needed to equip the athlete behind the scenes. The design exposes the existing concrete floors and CMU walls, cast-in-place concrete ceilings, and board-formed tunnel and elevator enclosure which highlight the space?s raw NYC character. This, combined with the bold architectural moves, gives power to the concept and evokes an emotional response from the consumer. Photography: Dirk Tacke
The athlete?s journey with Adidas begins as the consumer leaves the field of play, and enters the store through the stadium tunnel. The tunnel entrance is flanked by a two-tiered stadium stand assembly that faces out to Fifth Avenue. The stands encourage gathering, watching live broadcasts of games, viewing demonstrations and lectures by the pros, sharing product innovations, and socializing. Whether the consumer moves up or down, they?ll encounter open areas to try on and test shoes and appa...