The opening of the store, which is next to the new Stella McCartney mainline and kid’s store, which opened in April 2012, is the final addition to the World of Stella retail experience.
After a successful eight year relationship between sportswear brand and acclaimed designer, opening the first store seemed a natural next step, further cementing the relationship between them, leveraging both brands expertise and continuing the brand’s legacy to make women look great at the same time as keeping an active and sports lifestyle.
adidas has worked in collaboration with Stella McCartney to create a bespoke concept and fit, challenging preconceptions of sports environments. The space combines both traditional and modern materials in innovative combinations, with new colours and textures sought for sport. Throughout the store, artistic composition balanced with functional simplicity, creating juxtaposition is prevalent. Colour and lightness are explored with delicate wall hanging, sculptural simplicity and block colour walls.
Stella McCartney was intimately involved in every aspect of the design, material selections and store layout. The focal point at the stores centre culminates to boast a chain link sculptural element in laminated timber, which encircles a display of lightweight athletic clothing; sculptural form is combined seamlessly with material and crafted quality. The shopping environment provides a premium experience whilst still using the product as the central focus.
Stella McCartney comments, “This store is a real celebration of what we have been building for the last 8 years together with adidas and hopefully it is going to be the home for women to go to and find everything they need for their sports and at the same time not having in any way, to sacrifice their style. It’s very much part of the world of Stella McCartney store that we have opened in Brompton Cross, and it’s really the icing on the cake, as far as it is expressing the different facets of the brand.”