adidas recently opened the doors to a new flagship store on London’s Carnaby Street. As well as housing the most exclusive and latest Originals products, the store creates space for London’s creatives to come together, whilst retaining an iconic cultural aesthetic and design true to the heart of Soho.
With London’s creativity front and centre, the store features installations inspired and designed by local creatives, including one-off pieces of furniture and art, as well as a studio for the use of its consumers. Reinforcing the brand’s commitment to sustainability, the store has been created with BREEAM-certified materials.
In order to support the look and ambience of the concept, as well to provide high-quality audio for background music and frequent event performances, adidas’s creative team engaged Pioneer Pro Audio to supply a bespoke sound system to meet its retro-style requirements.
Pioneer Pro Audio’s workshop cosmetically modified a pair of its XPRS-10 full range active loudspeakers to resemble typical 1970s styling. Whilst enclosing the speakers in new ‘furniture’, the modification still allowed easy access to the rear panel in order that the users could take full advantage of the XPRS’s plug-and-play settings.
In addition to the loudspeakers, the store also chose two Pioneer DJ CDJ2000NXS2 professional DJ multiplayers, DJM-900NXS2 mixer and a PLX-1000 turntable. Working in conjunction with the XPRS, this enables the store to stage DJ sets with authentic, club-quality sound.
Victoria Schneyer, Director Retail Concepts commented: “The new adidas Originals flagship is a great expression of our Originals brand, combining creativity and sustainability with commerce. To celebrate adidas Originals’ connection with music culture, we created an in-store experience taking visual cues from local record stores. To complement the design, Pioneer Pro Audio created a unique set of ‘vintage’-inspired loudspeakers, providing us with fantastic audio quality for visitors to the store.”