adidas Originals has opened a new store in Beirut Souks, bringing the latest streetwear and fashion collections to heart of the city. The new retail space is the first of its kind in Lebanon, defined by an imaginative approach to balancing brand consistency with localized store design. The concept dubbed “Neighborhood” or “NBHD” enhances the cachet of adidas Originals’ collections by uniquely translating the spirit of each city into regional store adaptations that connect with the local community’s creative youth cultures.
The store in Beirut features the classic Originals trefoil symbol, which has been reimagined and married with a 3-D map of the city, along with an architectural style that embodies industrial minimalism and focuses on the products. From icons like the Gazelle, Stan Smith and the Superstar to the more recent silhouettes of ZX Flux and Tubular, the footwear wall is designed to be disruptive.
“The main feature of this store and its location is that it perfectly beats with the heart of the whole adidas Originals concept”, said Zeina Abou Labban, General Manager, adidas Emerging Markets LLC Levant Region. “We strive to be the best sports company in the world, with brands created with passion for sports and an exclusive lifestyle, but today we can just be as funky, trendy and fashionable too and that’s important in an ever-changing urban landscape.”
Carefully based on the gender approach, the brand’s newest location store is divided into two sections to cater for both sexes, with a focus on men’s wear on one side and on women’s apparel on the opposite side. With a helpful staff that ensures a seamless experience, the general concept works effortlessly, offering a completely dedicated environment for streetwear fans to enjoy the latest collections like never before.