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First Adidas Brand Centre launches in Singapore, brand’s largest there yet

(Source: Adidas)

Singapore’s largest Adidas store has opened its doors to the public in Knightsbridge along Orchard Road, its first brand centre in the country.

Dubbed ‘Homeground’, the new store spans three stories, housing a large selection of Adidas performance and Originals apparel, footwear and accessories, including items exclusive to Southeast Asia.

The store’s facade features a giant 3D LED screen displaying the brand’s latest campaigns and promotions. The brand also partnered with several artists, such as Terence Woon, Pamela Ting and Jessica Wong from Scene Shang, and Li Ziqi and Jocelyn Winata from Re-Source Design, to feature local-inspired artworks throughout the store.

For example, the ‘Local Delights’ wall showcases the Adidas logo against a colourful background featuring illustrations inspired by traditional desserts such as Tutu Kueh, Ang Ku Kueh, Kueh Bahulu and Muruku.

Meanwhile, Adidas MakeLab features a ceiling installation with 180 pieces of stainless steel trefoils carefully created to resemble the brand’s Trefoil from one angle and an outline of the island nation from another.

Inspired by the coastline of the Singapore River, the sustainable wall was constructed from layers of crafted reclaimed wood. A footwear-shaped mural features a collage of locally-inspired elements.

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