German fashion and athletic brand adidas has unveiled its renovated adidas Originals store in Toronto, and renovations are now underway on its Vancouver and Montreal ‘Neighbourhood Concept’ locations, as well. Included are elements of ‘localization’, with each store being unique.
The Toronto store, which opens to the public at 11:00am Friday morning, is located at 389 Queen Street West, in the heart of one of the city’s trendiest shopping areas. Renovations of the existing location commenced several months ago. The store features adidas Original fashion apparel as well as some designer collaborations and limited edition pieces.
Adidas operates ‘Neighbourhood Concept’ locations around the globe. Each of these stores is similar in design, but also feature their own unique local elements that embody the neighbourhood they are located in. For the Queen West location, adidas Canada partnered with Toronto-based illustrator, Gyimah Gariba, who created bespoke art installations for the new store. As well, designers Sean Brown, Amrit Kumar and Mriga Kapadiya of NORBLACK/NORWHITE and artist Mango Peeler collaborated on a collection of customized t-shirts that will be available as an exclusive gift with purchase when the store opens.
The Toronto Queen Street store’s ground level features a retail space open to the public. Upstairs is a unique ‘activation space’ that plays “an important role in connecting and celebrating Toronto’s creative culture that embodies the adidas Originals brand ethos and the ‘Neighbourhood Concept’ mandate,” according to the company.
Renovations are now underway on adidas Originals’ Montreal (1258 Ste-Catherine St. West) and Vancouver (848 Granville Street). In an interview with Retail Insider several months ago, John Summers, Vice President of ‘direct to consumer’ for Adidas Canada, explained how the Toronto Queen Street location reflects a “trend savvy” aesthetic as per the area’s demographics, while the Vancouver Granville Street store will cater to a similarly ‘hip’ demographic. The Montreal fashion store will see an “elevated execution” to address the high-fashion shopper on Ste-Catherine Street West, Mr. Summers explained. Both stores will open later this year.
