Some 800 international guests feted the opening of Adidas’ first standalone SLVR store in SoHo last Tuesday during New York Fashion Week. Reflecting the new brand’s cool simplicity and modern detailing, the 250-sq.-meter store offers a contrast of natural elements including locally sourced wood and felt with polished materials such as glass and steel. White is the primary color of the interior that is offset by accents of silver and specially commissioned chairs featuring seasonal patterns and colors from the current collection. Adidas is expected to open additional SLVR stores in Paris, Miami, Bangkok and Los Angeles, as well as an e-commerce site for the US and Europe. A print and online campaign have also been planned. SLVR is the latest addition to Adidas’ Sport Style division which currently includes Y-3 and Adidas Originals. The current collection of SLVR includes men’s and women’s apparel, footwear and accessories.

—Tim Yap