adidas 首家亚洲旗舰店丨韩国首尔丨万社设计

01. 坐标首尔明洞，adidas 首家亚洲旗舰店

FIRST ASIA PACIFIC ADIDAS FLAGSHIP IN MYEONGDONG, SEOUL

作为韩国最具本地特点的商业区之一，明洞以巨大的人流量及丰富的商业活动闻名，是韩国旅行必去地点之一。adidas 在更新“Home of Sport”品牌门店概念后，首家亚洲旗舰店便选址于此。

作为唯一参与设计亚洲旗舰级别门店的中国设计事务所，万社设计与 adidas 通力合作，提炼韩国在地元素与 adidas 品牌个性巧妙融合，创造与当下本地客群产生更多连结与共鸣的“home of sport”。

▼项目视频，Video © adidas

Featuring the “Home of Sport” concept, adidas has opened its first Asia Pacific flagship store in the unique and bustling shopping district Myeongdong, a must-visit spot in South Korea.

Various Associates, the only Chinese design firm that participated in the flagship design, Partnered with adidas to extract local Korean elements and blend them with adidas brand personality, creating a “home of sport” with closer connections and deeper resonance with local customers.

▼店铺外观，Exterior view© SFAP

门店融入在明洞热闹繁华的街道中，开放的界面包容着当地自身丰富多元的各种业态及人群活动。在食物的热气环绕及小商品摊之中的这家 adidas，以亲切却不乏个性的姿态延续并传递品牌“Home of Sport”的友好及包容。

The store integrates into the bustling streets of Myeongdong, where diverse types of business and public activities takes place. Surrounded by the cooking aroma among small stalls, this flagship creatively conveys the core value of friendliness and inclusiveness from the overarching concept of “Home of Sport”.

▼门店融入明洞街头，The store integrates into the bustling streets of Myeongdong © SFAP

02. 融入场地，唤醒场所精神

BLENDING IN & BRINGING THE SPOT TO LIFE

跨国合作又逢特殊时期，在有限的时间里，万社团队面临了诸多挑战：如何在转译品牌门店“Home of Sport”理念的同时，结合韩国本土文化要素？怎样满足超大货量及丰富组合的展示需求？理解遵循品牌自身的天花及庞大的货架系统逻辑，同时做控制好局部细节的设计及升级等等。这其中首要解决的就是品牌理念的空间化、在地化诠释。

Cooperating with different parties across countries virtually among the pandemic has presented several major challenges for Various Associates under a limited time frame:

How to interpret the concept of “Home of Sport” and combine it with the local culture?

How to meet the display needs of massive product volume and varied VM(Visual Merchandising) tool combinations?

And how to design based on the rules of the existing ceiling track system and VM display system, and deliver managed design upgrade of details.

Among them, a primary goal is to creatively translate the brand concept into spatial expression with local characteristics.

▼店铺门头设计，Door design© SFAP

▼金属表皮与经典 logo，Metal skin and classic logo © SFAP

新的设计元素延续了韩国传统建筑的体块轮廓，同时与原建筑的立面造型建立语汇链接。明快干净的层次关系予以动态灯光的变化，融入了热闹的明洞街道的同时，也成为了街道上一处纯粹且亮眼的风景。门店立面以抽象体块结合条形金属表皮，演绎了 adidas 自身经典的 logo 元素。这一元素也化为空间的母题之一，从立面延续至室内。

▼动态的灯光变化，Dynamic lighting effects © SFAP

The new facade design language extends the block outline of traditional Korean architecture while seamlessly blending in with the facade of the original building. The concise and clean layers with dynamic lighting effects emerge from the lively streets as a pure and dazzling scenery of Myeongdong. Parallel linear metal strips conceptually derived from the iconic adidas logo as a key motif is not only highlighted on the facade, which extends all the way in, visible in many places among the shop interiors.

▼门头细部，Details of the door© SFAP

入口处的中轴对称关系以及向上的“天井”透气感来源于东方庭院的入户层次感。一旁 sportswear 系列定制鞋墙的设计，在常规模组的基础上，通过提取 logo 元素的竖条形式，以创新表达和材料演变带来全新的视觉效果。

▼进入门店动态展示，Enter the store dynamic display © SFAP

The axial symmetrical entrance and the airy feeling of the “atrium” draw inspiration from the layered entry experience of the traditional courtyard.

Over to the left-hand side stands the custom footwear wall for the Sportswear series.

It again adopts the strip element extracted from the logo, delivering an upgrade from the existing universal footwear wall modules along with an innovative use of material.

▼入口处，

Entrance© SFAP

▼金属圆管堆砌而成的玄关台，Entrance table made of stacked metal round tubes © SFAP

磨砂金属面搭配整体排列的一定的倾斜度，反射了对外橱窗广告牌的颜色。在不同角度观察，晕染进来的色块也让干净的展示面有了丰富调皮的色感，形成了与外部微妙的链接。

The matte vertical metal display shelves are arranged in the same rotation angle, reflecting the signboards on their backside for the display window. Viewed from different angles, the reflected blurred color blocks enrich the clean display shelves and connect to the outdoors in a subtle way.

▼定制鞋墙，The custom footwear wall © SFAP

03. 延续经典，重塑灵感 INHERIT THE CLASSICS & IGNITE INSPIRATION

在 adidas 强大及成熟的天花系统基础之上，设计团队在细部及材料呈现方式上辅以了更多的变化。天花轨道上新增的三角形支撑结构从体育馆中汲取灵感，为品牌原始的系统天花增加了透气感及结构感。不同天花的处理方式带来了上方的边域感，为地面上开放的产品展示货架无形中分割出来的不同的板块。

Based on the powerful and versatile ceiling track system of adidas, the design team added alterations in both details and materials. The triangular supporting truss work added to the ceiling track was inspired by stadiums, adding a sense of airiness to the original ceiling design. The varied ceiling treatments effectively create a sense of boundary from above, dividing the open product display combinations on the ground floor almost instinctively.

▼天花板结构以体育馆为灵感，The celling was inspired by stadiums © SFAP

G 层的陈列将在韩国市场最受欢迎的系列置于前场，包含跑步、健身、休闲运动等基础系列，可以让客人快速的根据自身的运动习惯来进行选品。同时，与品牌零售运营团队参与共同创作的 City Shop 及 Seoul Lab 区域，也是城市旗舰店的专属特色服务，在这里就可以买到专属于首尔的城市限定款，还可以 diy 属于自己的定制款衣服。

▼共创过程，Co-created process© SFAP

On the ground floor, the most popular series of products in Korea are displayed close to entry, including sportswear and running, making it convenient for customers to select products according to their habits and needs. Meanwhile, the City Shop and Seoul Lab, which were co-created with the adidas retail link team, offer services exclusive in the city flagship. Customers can find special limited editions of Seoul and DIY customized products.

▼共创区，Co-created area© SFAP

G 层试衣间与 Stella McCartney 联名系列区相邻，为挑选运动内衣的顾客提供了较好的私密性。内部蓝色与红色的搭配呈现出记忆中体育馆内部的试衣间的感觉。公共饮水器的置入也贯彻了品牌对于环保可持续的人文关怀。

The fitting room on the ground floor is adjacent to the adidas by Stella McCartney collection, providing better privacy for customers shopping for sports underwear. The color combination of blue and red of the interior recalls the fitting rooms in a stadium. The water fountain incorporated here is a gesture of sustainability and user-friendly design.

▼试衣区，Fitting area© SFAP

立面上的感应屏幕系统可以满足客人的互动及产品指引的需求。除此之外，在入口处的楼梯下方的地面也隐藏了一个巨大的互动屏。当客人步入在互动屏地面上的时候，图案会随着发生变化，近距离看是抽象的画面，在二楼看来则是清晰的影片。

▼互动屏，Digital interactive screens © SFAP

Digital interactive screens found on many vertical surfaces encourage customer interaction and provide product guidance. In addition, a large built-in interactive digital floor is tucked under the central staircase. When someone steps on the digital floor, the displayed pattern will change accordingly. While appearing as an abstract picture at close range, it is actually a video when viewed from the upper floor.

▼互动屏立柱，Digital interactive screen column © SFAP

▼楼梯下方的互动屏，Interactive screen under the stairs© SFAP

入口正对面居中而设的楼梯能快速将客流拉往二层之余，也自然地为 G 层圈定出环形动线，带来层次更加丰富的顾客旅程。设计团队选择了开放阶梯的设计手法，消解了楼梯的厚重感，通透的设计透射出背后若影若现的画面，使其成为了 G 层的核心视觉区域。

The central staircase upon entrance can quickly take the customer flow to the second floor, while defining a loop circulation for the ground floor, creating a more interesting shopping experience. The see-through steps eliminates the blockiness of the central staircase, allowing faintly visible scenes behind to show, making it the visual focal point on this level.

▼居中而设的楼梯，Stairs in the middle© SFAP

▼楼梯中空区域为核心展示空间，Core display space © SFAP

中空区域的块体关系延续了外立面结构上的斜角语言，形成了内外元素的互文。发光的线条来源于 adidas 的品牌图像语言——重塑的篮球场地面线条，结合干净的饰面选材呈现出一副抽象纯粹的画面，为整个中空区域提供了明亮向上的动感。在中庭区域顺着视线往上走，即能看到显眼的 adidas Originals 标志以蓝色金属质感的切割体块呈现，指引着属于此系列的位置。

▼位于上层的 originals logo，The originals logo © SFAP

The contour of the atrium echoes the inclined shape of the facade to create a conversation between the interiors and the exterior. The luminous line-work is an abstract reinterpretation of the common basketball court lines. The abstract image combined with a clean material choice creates a bright and upward dynamic feeling for the atrium area. Following the line of sight upward the atrium area, the eye-catching adidas Originals logo appears as a combination of blue metallic cut blocks, pointing out where the collection area lies.

▼中庭区显眼的蓝色金属 adidas Originals 标志，The eye-catching adidas Originals logo © SFAP

04. 运动赛场，与东方元素的碰撞

A HOME OF SPORT, A COLLISION WITH TRADITIONAL LOCAL ELEMENTS

中庭区域悬挂的彩色条幅来源于运动赛场，致敬了 adidas 一直致力于为各项运动提供专业的设备及呵护的传统。二层的 blue space 作为 Originals 系列的核心展示区域，既陈列了此系列的经典产品，也包含可灵活更替的 pop-up 特色产品展示区域。大面的经典色强化了空间的层次感，图形的立体表现也是空间中重要的元素及设计手法。设计团队从当地文化元素出发，基于传统纹样的图案以各种形式点缀于场地内。如带有东方意蕴的镂空屏风、富有光影意趣的纹样艺术玻璃展台等。

The colorful banners hanging in the atrium area aim to recall the feeling of sports arena, a homage to adidas’ dedication to providing professional sportswear and care for all kinds of sports.

As the key display area of the adidas Originals, the blue space on the second floor not only displays the classic products but also contains a flexible pop-up area for special occasions.

The large area of classic blue strengthens the spatial layers, and the three-dimensional graphics are another important element.

As a way to honor local cultural elements, various traditional patterns embellish the space, such as perforated screens with custom traditional patterns, laminated glass tabletop casting playful shadows, and so on.

▼大面积经典色的使用，The large area of classic blue © SFAP

立体图案用在镂空屏风上，为空间增加了东方的韵味，同时也能满足较好的视野通达性，及为各区域划分隐约的边界感。另一边，周围展板在光的照射下，影子投射到了展品中，无形中成为了一种有趣的交融。

The three-dimensional patterns are applied on the perforated screen to imbue a local charm, which also enables better visual accessibility of products as well as a subtle division of boundaries for each area. On the other side, the shadows of surrounding display panels are cast onto the products under focus lighting, forming a joyful fusion.

▼融入东方韵味的元素，Incorporate elements of oriental charm © SFAP

▼花纹透过光的照射下的投影，The projection of the patterns through the light © SFAP

空间里试鞋凳的图案来源于传统的韩式图样结合艺术家的再创作，以金属质感呈现，完成了传统及现代的交汇。柱子上的标识灵感来源于老式电影院的街面招牌，可根据不同主题场景来进行文字上的灵活更换，也致敬了 Originals 系列的街头精神。

The patterns on the center bench are derived from traditional Korean patterns, which are recreated by artists and presented with a metallic texture, achieving an intersection of tradition and modernity. The little billboards on the column are inspired by vintage theater signs, and the letters on which can be flexibly replaced according to different themes, paying tribute to the street spirit of adidas Originals.

▼试鞋凳，The center bench © SFAP

▼可灵活变动的标识指引，The sign board© SFAP

Originals 本身作为 adidas 极其经典及代表的系列，丰富及专业的鞋款展示区是其重点。有效的引入自然光，不被外面丰富的招牌或者夜间灯光过多影响室内以及可灵活更换展架等也是最终设计方选择使用金属网格的原因。

The display area of adidas Originals, an extremely classic and representative collection, features professional display of a large amount of shoes. Metal grids are adopted to introduce natural light effectively in without letting in too much interference from the outdoor signboards, which is also convenient for the flexible placement of shoe racks.

▼沙发等候区，Waiting area© SFAP

作为亚洲旗舰店，这里也是韩国唯一一家可以买到 adidas 全系列的商店，包括 Originals，Y-3，Sport Performance 等。除此之外，你也可以在此楼层找到户外，足球，篮球及儿童等系列的专属区域。

As the flagship in Asia, this is the only store in Korea that offers the full range of adidas products, including Originals, Y-3, Sport Performance, etc. In addition, it features exclusive display areas for outdoor, football, basketball and kids series products.

▼不同系列产品的展示区域，Different products display© SFAP

翻板广告牌被置于服务台后方，定时的翻动展示为此处增加了不少的动感和趣味，填补了客人排队买单时候的单调性。

The flipping advertising board behind the service desk regularly flips to change images, adding fun features to the queuing process.

▼置于服务台后侧的翻板广告牌，The flipping advertising board behind the service desk © SFAP

05. IMPOSSIBLE IS NOTHING

作为世界知名的运动品牌巨头，adidas 亚洲旗舰店传达了“Home of Sport”源于体育、根植文化、包容多元的价值理念。设计上对品牌文化和在地文化的尊重及关注，张弛有度的延续 adidas 品牌的 DNA，既满足了品牌方、运营方等多方的实际需求，同时也完成了项目的标杆作用。

As a world-renowned top sports brand, the adidas flagship in Seoul conveys the concept of “Home of Sport”, which is originated from sports, rooted in culture, and values inclusivity and diversity. The design respects and highlights adidas brand culture as well as the local culture, inherits the brand DNA, meets the practical needs of the brand, operators, and other parties involved, and establishes a benchmark in retail space design.

▼设计细部，Design details© SFAP

在严峻环境影响下如期诞生的这个项目，以一个崭新活力的面貌站立在明洞街头，成功高效地完成了品牌线下购物复苏的使命，一如 adidas 的品牌宣言：IMPOSSIBLE IS NOTHING 。

Under the severe impact of the pandemic, the project was completed as scheduled. It stands on the streets of Myeongdong with a brand new energetic image, successfully and efficiently fulfilling the mission of revitalizing the brand’s physical store, just as how the slogan of adidas puts it: IMPOSSIBLE IS NOTHING.

▼品牌视觉，Brand vision

© SFAP

▼从传统建筑中提炼的语言，Language distilled from traditional architecture © SFAP