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Adidas Originals Neighbourhood: a new concept store (2014)

On the 1st of April, 2015, Adidas announced the opening of the first 'Adidas Originals Neighbourhood' concept store. The flagship store was opened in Berlin, and it's design was overseen by Worth Darling and Frank Brucksch. The design of the store is based upon a concept developed by Sid Lee. Darling and Brucksch, as the project managers of the store, have stated that the overall concept of future stores will be: opened in major international cities; sell limited edition versions of Originals apparel and footwear; provide unique digital interfaces to help customers make informed decisions; and be staffed by 'original' and engaging employees.

Showing the inside of the new concept neighbourhood store in berlin, which will sell heritage originals apparels and footwear.

In the mid-1990's Adidas split their product line into three sectors: Performance, Originals, and Equipment. The Originals collection primarily included heritage products from the 1950's, 1960's, 1970's, and 1980's. However, new products have been developed for the Originals product line: the ZX Flux sneakers were released in 2013 as part of the Originals collection, and are a modern version of the ZX 1980's running shoes. Adidas's best selling products - the Samba and Stan Smith sneakers - are a part of the Originals collection, and continue to generate significant revenue for the company. The Originals collection includes sportswear that was modern for it's day, but is now used for casualwear, streetwear and fashionwear.

The Adidas Originals Neighbourhood stores will include limited edition apparel and sneakers that are designed for the city the store is located in. Adidas released a 'ZX Flux Berlin' limited edition sneaker to celebrate the opening of it's new flagship store. Ted Mager, Adidas head of retail (store) environments, said: "originals neighbourhood stores aim to be a part of the fabric of the city’s neighbourhood and create a distinct products and a unique destination". Adidas plan to open a second Adidas Originals Neighbourhood store in London: located at Fouberts Place - which is a street connected to Carnaby street. The 'ZX Flux London' limited edition sneakers will feature a map of the city printed upon the upper of the shoe.