Adidas by Stella McCartney opens first store in London
Adidas by Stella McCartney opens first store in London

25 Jun. 2012


Long-time collaborators Adidas and Stella McCartney opened their first stand-alone store in London. At 97 Fulham Road, the 74 sqm store presents the Adidas by Stella McCartney, Stella Gold, My 2012, Team GB replica kit and Villagewear collections. After a successful eight-year-long relationship, opening a store just seemed to be the natural next step, further leveraging both brand’s expertise and continuing their legacy of making women look great while maintaining an active lifestyle.

Adidas by Stella McCartney store in London
Adidas by Stella McCartney store in London

Stella McCartney was intimately involved in every aspect of the design, material selection and store layout. Materials were selected to challenge the preconceptions of sport environments and forms crafted to emphasise the tension between aspiration and performance. By using both traditional and modern materials in innovative combinations, new colour and texture languages were made possible. APA London architects, meanwhile, cooperated to create an exceptional shopping environment that showcased the product by making the store’s focal point a central chain link sculptural element in laminated timber encircling a display of athletic clothing.

Nick Craggs, Adidas UK Marketing Director, said, “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 shop will launch our next generation of store design by presenting the adidas by Stella McCartney label to the world.”

Adidas by Stella McCartney London
Adidas by Stella McCartney London

McCartney added, “This store is a real celebration of what we have been building for the last eight years and hopefully it will be the place for women to go and find everything they need for their sports lives while not having to sacrifice their style. It’s very much part of the world of the Brompton Cross Stella McCartney store and it’s really the icing on the cake when it comes to expressing the different facets of the brand.”

Regina Henkel

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