This past Friday saw the official opening of the new and improved AREA3 space in Braamfontein, Johannesburg. AREA3 is the home of adidas Style, and is an innovative and multi-purpose space that showcases the decades of heritage the brand brings into the now.
The evolution of AREA3 sees it moving from an activation space in Maboneng to a standalone retail concept store in Braamfontein. The store will be divided into a retail space focussing on current exclusive product, as well as a virtual hub where media, bloggers and influencers will have the opportunity to engage with future ranges first hand.
“The progression happened organically as our footprint has grown in Johannesburg, and we wanted to continue investing in the lifestyle and street culture space while still collaborating with creative people in Jozi,” says Stuart Davies, Category Merchandise Manager for adidas Originals South Africa. AREA3 launches with Pharrell Williams’ Supercolor range as the first product drop focus. adidas Originals collaborated with renowned South African origami artist, Ross Symons, to create a highly impactful window execution that brings to life the explosion of colour inspired by the Supercolor range.
As a world class retail environment in the heart of downtown Johannesburg, the product range at AREA3 will include a mix of statement pieces as well as staples that are essential in every closet. The main footwear wall, inspired by the architecture in and around Braamfontein, will feature iconic styles from adidas Originals archives, as well as the latest offerings from global collaborators and designers.
“It’ll be the spot for both consumers and media to engage with Originals product as well as the brand in general, while we continue our conversation with the young creative people in Braamfontein and Johannesburg as a whole,” Davies continues. “AREA3 will be our platform to communicate, collaborate, inspire and be part of the creative revolution that’s taking place in Johannesburg right now. It’s the continuation of a conversation we started with this energetic city a few years ago, and it's an important stage for our brand going forward.”
Over the course of the coming year, adidas Originals will use the AREA3 space to release, feature and retail the very best of the brand’s offering, with new product launches planned for each month.
AREA 3 physical address: 155 Smit Street (Cnr. Smit & De Beer)
Working hours: between 10h00-17h00, Tuesday.
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