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adidas Originals Seongsu, where street-level energy meets global influence

adidas Originals
adidas OriginalsBrand ExperiencesFashion & ApparelFootwearSeoul

Objective: Create a flagship concept that captures the cultural spirit of Seoul’s most dynamic, up-and-coming neighbourhoods.

Seongsu is where Seoul’s industrial past collides with its creative future. In this fast-moving, fashion-forward district — where warehouses become cultural playgrounds and pop-ups bloom like wildflowers — adidas Originals needed more than just a store. They needed a local icon.

That was the spark behind adidas Originals, Seongsu. A new flagship concept rooted in the raw creativity and street-level energy of Korea’s ‘Shoe District’.

Utilising a brutalist red brick façade that is intentionally enigmatic — we created a quiet nod to the neighbourhood’s heritage — blending industrial grit with contemporary edge. Inside, exposed concrete, steel, and stripped-back finishes mirror the surrounding architecture, while refined detailing and flexible layouts set the stage for campaign activations, cultural moments, and product storytelling.

Upstairs, footwear takes centre stage. Gallery-style displays frame adidas’ most coveted silhouettes, while a two-storey digital wall commands the space — seamlessly integrated into the architecture, it pulses with campaign energy and cultural content. This immersive feature anchors the double-height volume, elevating the experience and storytelling. Visitors are drawn toward a rooftop terrace designed for community connection and cultural activation. Both overlook an open courtyard that pulls the street into the space — transforming retail into cultural dialogue.

Here, adidas Originals arrives not as an outsider, but as a local voice. A space that's unapologetically Seongsu yet unmistakably Originals.

Brutalist brick, contemporary edge: adidas Originals Seongsu's monumental façade, sets the tone for a premium streetwear experience inside.

Blurring the line between city and store, the open-air courtyard at adidas Originals Seongsu reflects the culture of the district.

Inside adidas Originals Seongsu, real meets refined— capturing the spirit of Seongsu’s regeneration through a new benchmark for premium streetwear retail design.
Product elevation, redefined. Dynamic, gallery-like displays celebrate adidas Originals icons — bringing a sense of discovery & curation to Seoul’s streetwear scene.

“This isn’t just a store - it’s a cultural experience. A cutting-edge design, built to reflect and amplify the energy of the community it now calls home.”

Preston Page, Head of Adidas Retail in Korea

adidas Originals’ signature blue charges the space with bold identity — a confident thread connecting Seongsu’s street-level roots to a global design language.

At the core of adidas Originals Seongsu: a soaring, two-storey digital wall seamlessly woven into the architecture, amplifying storytelling, culture, & campaign energy.
The Originals three-stripes DNA runs through every detail — embedded, elevated, and reinterpreted for Seongsu’s street-savvy generation.

Celebrating Seongsu’s creative pulse, the City Shop showcases local-exclusives — where Seoul’s community meets premium streetwear innovation.

From DJ sets to creative workshops, the rooftop terrace at adidas Originals Seongsu creates a new cultural stage for Seoul’s next generation of Originals.

Looking to break into Seoul's thriving retail scene?

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