adidas
Fashion & Apparel
adidas: One Global Concept, Adapted Across Southeast Asia
Greater Group partnered with adidas to deliver retail concepts across Southeast Asia, covering concept stores, Home of Sport formats, brand concept stores and flagships in Indonesia, Malaysia and the Philippines.
The engagement is concept adaptation at scale. adidas develops its store concepts globally and issues them as design toolkits, and deployment is where the difficulty resides: a concept resolved for an idealised footprint must then land in an airport terminal in Manila, a mall in Makassar, a beachfront site in Kuta and a tower at Merdeka 118, each carrying its own geometry, construction standard, landlord constraint and local supply conditions.
Our role is to hold the concept through that translation. Across nearly twenty sites the studio has worked the Originals Concept Store, Home of Sport and Brand Concept Store formats against real conditions, developing detailed design and documentation per site so that the build is specified rather than interpreted, and so the brand does not drift between one store and the next.
