The First Adidas By Stella McCartney StoreWritten by Katarina Radovic / Featured in: Fashion / 29.05.2012.
The collaboration of Adidas and Stella McCartney has gone one step further by opening the first store in London at South Kensington’s Brompton Cross, the place of Stella’s mainline and childrenswear shop. After Stella’s design for Great Britain Olympic and Paralympic costumes, this was a natural step for the designer and the brand. Even though their collaboration has lasted for 8 years, this is the first standalone Adidas by Stella McCartney store.
“This store is a real celebration of what we have been building for the last eight years together with Adidas and hopefully it is going to be the home for women to go to and find everything they need for their sports – and at the same time not having in any way to sacrifice their style,” said McCartney.
“The vision was to create a great and unique store concept that positions the Adidas by Stella McCartney label as a premium sports collection. This store will enforce our connection to deliver great products for women in the one and only store dedicated to only selling Adidas by Stella McCartney collections. This store will also launch our next generation of store design for presenting the Adidas by Stella McCartney label worldwide,” said Adidas UK marketing director Nick Craggs.
The spacious two-floor store represents the perfact balance of Stella’s soft minimalism with Adidas’ usual signature all over it. Stella created it with a help of architects APA. It perfectly fits for representation of the Stella Gold collection along with the replica pieces created for London Olympics 2012.