MILAN — Adidas is bringing its premium retail format to Italy, unveiling a new store in Rome’s landmark Via del Babuino, which leads to the city’s famous Spanish Steps.
Following the likes of Alo in targeting the central fashion street that’s home to many luxury labels, the sports powerhouse dedicated the space to its Originals lifestyle proposition, founded in 2001.
The location will be the first store in the country to feature the Collection V.2 retail concept.
The 3,229-square-foot location marks the second unit Adidas has in the Italian capital. It will differentiate the assortment from the existing door by putting greater emphasis on a selection of Adidas Originals icons, trend-led products and internationally renowned collaborations.
Alongside the brand’s main lines, the new store will carry premium collections including Y-3, Willy Chavarria, Bad Bunny, Jellyfish by Pharrell Williams and Song for the Mute, with the ambition to become a point of reference for sneaker culture and contemporary fashion.
In the same vein, the concept inside was to turn the retail space into a cultural hub where the company ethos meets the local culture.
“We want this space to be much more than a store: a place where product, creativity and community come together, helping strengthen the connection between Adidas Originals and the cities that continue to inspire its evolution,” said Alessandra Furia, senior director brand, Adidas Italy.
“Rome is the perfect intersection of heritage, creativity and contemporary culture. Its strong local identity and international appeal make it the ideal city to introduce this new retail concept, strengthening the connection between Adidas Originals, local communities and global consumers,” she said.
With its combination of clean, minimalist design and travertine details that reference Roman architecture, the space aims to convey that dialogue between the brand and the city. Special corners are intended to enhance engagement with the community, ranging from the Made for You Area enabling customers to express their creativity through the personalization of selected products, to an inner courtyard designed to host events, activations and cultural initiatives.
The first events will take place on Thursday, the eve of the store’s opening to public. A private event will see Roman artist Giulio Bensasson presenting a selection of his works and a site-specific installation ahead of a DJ set celebrating the unit.
While Furia underscored the company is “continuously exploring opportunities to expand [its] premium retail presence in key markets,” she said other launches for the Collection V2 format are not on the agenda at the moment.
As for Adidas’ broader retail rollout in the Italian market, the company plans to open a store in Brugnato, near Cinque Terre, in March. This will add to a network of 25 directly operated units in the country, including two concept stores, two flagships and 21 factory outlets.