DXB Flagship Retail Launch
To help bring the space and adidas’ brand values to life, our opportunity was to design the store’s activation zones and product displays and launch their initial flagship collaborations.
adidas’ new halo store concept represents their best-in-class brand standard for the Middle East, India and Africa region, offering an unrivaled, one-stop-shop customer experience where the physical and digital realms meet. It features engagement areas that promote the brand’s 2021 key pillars: women, sustainability and innovation while also highlighting the importance of creativity and community building.
To help bring the space and adidas’ brand values to life, our opportunity was to design the store’s activation zones and product displays and launch their initial flagship collaborations. This included displays for Icy Park, adidas’ landmark collaboration with Beyonce for her new winter range, as well as designing bespoke Dubai inspired tees to be sold in-store. We even brought in sustainable features such as living moss for the new Sustainable Stan Smith product line.
Our retail designs were so well received, they were identified as best practices to be rolled out in adidas and partner stores across the Middle East, including fives stores in the UAE, one in Qatar store and four in Kuwait.
We were also challenged to create mini in-store activations to amplify the launch on social and raise awareness about the store’s unique features like The Maker Lab – a space that gives customers the opportunity to customize and showcase their individual design skills.
For 10 consecutive days, adidas hosted workshops and activations that were catered to anyone with an interest in the brand across fashion, design, eSports and female empowerment including: desert plastic waste cleanup, DGrade recycling workshop, FIFA eSports battles against the World Champion broadcasted via Twitch, Maker Lab sustainable design sessions, exercise classes for women, and the Female Forum with regional professional athletes.
The sessions were well attended by a mix of design students, media and social influencers, walk-ins, and members of the public who pre-registered via the adidas app.