Initially, it is only a corridor punctuated with decorative arches. But thanks to the play of textures, displays and, above all, perfectly con- trolled lighting, this long underground room has become a kind of worship place where followers of the Adidas brand can appreciate their favourite shoes. The customer is entitled to an exceptional experience signed by Sid Lee and Sid Lee Architecture, in collaboration with Adidas US and Concepts. Past the entrance screen, consisting of doors and glass walls covered with a filigree pattern, the visitor enters a long space that offers a progression. You must go to the end to observe this circular decorative element which catches the eye.
In this trading area, the products are presented like museum pieces. The arches punctuate the length and maintain the mysterious aura that is felt, allowing the merchandise to be discovered little by little, as we advance. The designers have introduced a seduction strategy that is entirely appropriate in the context, emphasizing exclusive shoe designs that contribute to the unique experience of the place. For the biggest fan, it’s the ultimate experience.