Adidas Originals Flagship Store Concept, Seongsu Seoul South Korea.

SDD25/18_03: In the heart of Seoul’s trend-setting Seongsu district, adidas Originals has launched a flagship store that redefines what retail can be, more than a store, it’s a cultural statement. Designed in collaboration with Checkland Kindleysides, the space blends Brutalist architecture with refined minimalism, paying homage to the area’s industrial past while embracing its creative present. The striking red brick façade sets the tone for what unfolds inside: a multi-floor experience that layers concrete, steel, and natural light around a central atrium. On the ground floor, the Launch Zone showcases apparel against a backdrop of mirrors that connect the street to the store, while upstairs, sneakers are displayed like art pieces alongside a soaring digital wall that pulses with campaign energy and cultural storytelling.

What makes this flagship special is its commitment to community and cultural connection. From the City Shop’s Seoul-exclusive collections to the Made for You customisation studio, every element has been designed to reflect and engage the local audience. The rooftop terrace and courtyard serve as platforms for events, DJ sets, and rotating art installations, transforming retail into an ongoing cultural dialogue. With its immersive environment and street-level authenticity, adidas Originals Seongsu is not just selling sneakers; it’s championing a new era of experience-led, locally-rooted, globally resonant retail design.

Pictures courtesy of adidas / Checkland Kindleysides / Junghoon Choi.

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