Canada’s first adidas ‘Neighbourhood Concept’ store has opened its doors in Toronto.
The store, located in the heart of Queen Street West, will be the model for two other stores opening later this year in Montreal and Vancouver.
Unveiled on Thursday evening at a block party that included a performance by PARTYNEXTDOOR, the new concept locations are committed to being locally relevant. The stores will accomplish this by connecting with local artists and creatives.
According to adidas, while each concept store globally has similar design, each will have its “unique local elements that embody the neighbourhood they are located in.”
For the Queen West location, adidas Canada worked with designers Sean Brown, Amrit Kumar and Mriga Kapadiya of NORBLACK/NORWHITE and artist Mango Peeler on customized tees sold in store. The brand also partnered with Toronto-based illustrator, Gyimah Gariba, who created bespoke art installations for the new store.
The two-floor shop will include the repurposed space on the second floor which will be used as an activation place, to connect and celebrate Toronto’s creative culture that embodies the adidas Originals brand ethos and the ‘Neighbourhood Concept’ mandate.
The newly remodelled adidas store is located at 389 Queen Street West.