A new ‘Home of Originals’ inspired by the city’s creative community and the spirit of Soho

  • Damien Bonnet
  • Ebony Atakorah

We were approached to work on the new Adidas Originals flagship and gender-neutral store on Foubert’s Place, just off Carnaby St for their Creators Série windows and in-store displays in collaboration with GUAP Magazine. The main window consists of large format foamex featuring all the ‘Creators’ appearing in-store across the 3 days event; as well as a schedule of activities across the weekend. The corner window which features the winning artwork was printed on acrylic to give this weight and have a more luxurious finish. As well as their answer to the open brief question ‘what makes you an Original’, displayed museum-style to spotlight them in store.The space in-store will reflect the look and feel of a contemporary art space, found in galleries, studios and museums. The simplistic and paired back feel will act as a backdrop to showcase the creative. An installation in-store linked with the windows. We sourced a large format printer and printed 45m of the winning artwork on repeat with thé addition of scaffold units and untreated ply. Described as a destination for the city’s creatives and ‘Home of Originals’, the store has become a space for creatives to come together, while retaining the cultural aesthetic and design that’s in-keeping with its Soho-location. The opening of the store was featured in publications like HYPEBEAST, GQ, The Evening Standard and Time Out Magazine. Chis Walsh, VP Brand adidas, North Europe, called the flagship store, “one of the best expressions of our brand, combining creativity and sustainability with commerce, and creating a Home of Originals for London Creators.”

Project Tags


  • Adidas Group logo

    Adidas Group

    • Fashion and Textiles
  • M&C Saatchi Sport & Entertainment logo

    M&C Saatchi Sport & Entertainment

    • Advertising
  • GUAP Magazine logo

    GUAP Magazine

    • Publishing
  • a