BERLIN, Jan 23, 2012/ — Just in time for Berlin Fashion Week, Europe’s first stand alone adidas SLVR Store opens on Mulackstraße 31/32.
The 120 square meter store is located in Mitte, one of the most vibrant and trend setting areas of Berlin. With its simple, sleek and effortless design the store reflects the values of the brand and allows the collection to speak for itself.
On January 18th the opening will be celebrated with an in-store cocktail reception in attendance of Hermann Deininger, CMO adidas, and Dirk Schönberger, Global Creative Director of the adidas Sport Style Division.
‘After appointing Mr. Schönberger as Creative Director of the Style Division in 2010, we now move ahead with a strategic retail expansion for our SLVR collection. Berlin is a key influential city and is therefore a logical first step in satisfying our consumers’ needs. We are extremely excited by this opening and the future potential SLVR holds for the adidas brand,’ commented Hermann Deininger, CMO adidas.
The store launches with SLVR’s Spring/Summer 2012 collection and sells all of the brand categories from women’s and men’s apparel and footwear to accessories. The range finds inspiration in the combat sport of fencing, reinterpreting the ergonomic shapes and sleek lines of the distinct uniform for elegant suiting, shirting, and sportswear. Designed for life on the move, adidas SLVR continues its stride forward.
‘SLVR relies on the technical excellence of adidas as a brand, but pushes the limits of sportswear further and does not look back. It’s about staying open to ideas, concepts and a lifestyle. With SLVR it is the fusion of tailoring and sportswear to create something that I believe is relevant to culture right now,’ said Dirk Schönberger
Freunde von Freunden (freundevonfreunden.com), an international creative team provides the musical selection for the SLVR store opening. Freunde von Freunden’s mixtape project is a bi-monthly curation from close associates that share their passion for music.
adidas SLVR Store
Hours: Monday – Saturday 12:00 NN to 8:00 PM