Luxury London department store Harvey Nichols, set in the decadent Knightsbridge area, has today unveiled a new shop-in-shop concept by Adidas, the first of its kind in the UK.
Spread over 500 square feet of the retailer’s lower ground floor, Adidas’ offerings will include favorites for sports enthusiasts, as well as exclusive collaborations between the brand and other designers. “We pride ourselves on offering exclusive collections to our customers, and to be the first to house an Adidas shop-in-shop in the UK is both a privilege and an exciting prospect,” said Darren Sky, Head of Menswear for Harvey Nichols. “The brand has gone from strength to strength over the last few years and being huge fans of the label, it’s been great to see how [it] has developed the Sport Style division. We are looking forward to receiving the collections and seeing what the brand has in store for the coming season,” he added.
Offering an exclusive Harvey Nichols edit of the Adidas Originals line, including the brand’s ready to wear collection, the store has set up a conceptual, sleek and urban space in which to house the items. Large prints of the Y-3 SS15 campaign will light up the walls, while raw steel panels and white glossed shelving sit in contrast to the more old-school lockers and wooden benches. “We are pleased to feature our Spring/Summer collections in an Adidas Collaboration space with Harvey Nichols. Our pioneering collaborations will be showcased together in this specially created format. Fashion-forward sportswear is one of the cornerstones of what Adidas offers and this space will enable consumers to buy covetable, innovative product at a true destination for luxury shopping,” said Dirk Schoenberger, Creative Director for the Adidas Sport Style Division.
As well as showcasing Adidas’ joint efforts with figures such as Pharrell Williams, Rik Owens and Raf Simons, Harvey Nichols will also be the first to launch new products from the label. Customers can look forward to the Ultra Boost range, the Yeezy 750 boost and an exciting collaboration with Tokyo-based brand Kolor later this year.
