Adidas Korea announced on the 4th that it has opened the 'Adidas Originals Flagship Seongsu' in Seongdong, Seoul.
The Adidas Seongsu store is a space that integrates Korean culture. The exterior walls of the store showcase red bricks reflecting the local characteristics of Seongsu. Throughout the store, special artworks by artist Jae-hoon Oh are also on display. Oh drew inspiration from Adidas Originals' iconic Superstar, Samba, and other designs to introduce pieces such as moon jars, vases, and lighting.
The store consists of three floors, where visitors can experience a variety of Adidas Originals products.
Products reflecting the urban characteristics of Seoul have also been prepared. Among them are the 'Adidas Superstar Seoul' and shoes called 'Adidas Taekwondo Balletcore,' which combine aesthetic elements of traditional Taekwondo and ballet. Graphic t-shirts reflecting the features of the Seongsu area are also available.
A space for a 'Made for You' service, which allows the production of custom graphic t-shirts, has also been established. Adidas Korea is currently operating this service in select stores in areas such as Hongdae and Gangnam.
To celebrate the opening of the Seongsu store, Adidas will hold special events. Customers who purchase a certain amount will receive a limited-edition shopper bag, and will have the opportunity to design their own shopper bag with renowned graffiti artist 'JAY FLOW.'
Since being elevated to an independent market from the Asia-Pacific region last January, Adidas Korea has been strengthening its localization strategy. Peter Kwak, the representative of Adidas Korea, said at the time, 'We will build optimized products and distribution channels so that domestic customers can create trends through diverse experiences and will develop a system that actively reflects consumer demands.'
Indeed, Adidas opened the 'Adidas Bukchon Heritage Store' in Bukchon, Seoul, last year, and has been introducing exclusive products infused with Korean elements every month.
Preston Page, Deputy Minister of the Retail institutional sector at Adidas Korea, noted, 'The Seongsu store is designed as a complex space that transcends a simple store, blending street culture, fashion, and art.' He added, 'Through products that capture the unique character of Seongsu and various experiential programs, customers will be able to feel the values of Adidas Originals.'