adidas NYC Gensler

2018-09-24 17:00

 © Dirk Tacke, Courtesy of adidas

德克·塔克，阿迪达斯的礼貌

架构师提供的文本描述。阿迪达斯纽约旗舰是世界上最大的阿迪达斯商店，并首次推出体育场概念-最纯粹的物理表现的品牌。该设计为一个全新的零售方向设定了标志，该方向与他们以目标消费者为重点的活力品牌战略相一致；这是创作者为创作者创造的空间。

Text description provided by the architects. The adidas NYC Flagship is the largest adidas store in the world and debuts the stadium concept—the purest physical manifestation of the brand. The design sets the mark for a completely new retail direction that aligns with their invigorated brand strategy of focusing on their target consumers; this is a space made by creators, for creators.

Text description provided by the architects. The adidas NYC Flagship is the largest adidas store in the world and debuts the stadium concept—the purest physical manifestation of the brand. The design sets the mark for a completely new retail direction that aligns with their invigorated brand strategy of focusing on their target consumers; this is a space made by creators, for creators.

 © Dirk Tacke, Courtesy of adidas

德克·塔克，阿迪达斯的礼貌

带有阿迪达斯的“体育场，”Gensler的概念指导，为运动员的旅程设计了一个设计。作为隐喻“游戏领域,”，通过对纽约市的治疗，体育场旗舰店提供了在幕后为运动员装备所需的一切。设计展示了现有的混凝土地板和CMU墙，现浇混凝土天花板，以及板形成的隧道和电梯外壳，突出了空间的原始NYC特性。这与大胆的建筑移动相结合，赋予了这个概念，并唤起了消费者的情感反应。

Armed with adidas’s conceptual direction of “stadium,” Gensler developed a design with the athlete’s journey in mind. By treating New York City as the metaphorical “field of play,” the stadium Flagship provides everything needed to equip the athlete behind the scenes. The design exposes the existing concrete floors and CMU walls, cast-in-place concrete ceilings, and board-formed tunnel and elevator enclosure which highlight the space’s raw NYC character. This, combined with the bold architectural moves, gives power to the concept and evokes an emotional response from the consumer.

Armed with adidas’s conceptual direction of “stadium,” Gensler developed a design with the athlete’s journey in mind. By treating New York City as the metaphorical “field of play,” the stadium Flagship provides everything needed to equip the athlete behind the scenes. The design exposes the existing concrete floors and CMU walls, cast-in-place concrete ceilings, and board-formed tunnel and elevator enclosure which highlight the space’s raw NYC character. This, combined with the bold architectural moves, gives power to the concept and evokes an emotional response from the consumer.

 Ground floor plan / Launch zone

底层平面图/发射区

 Cellar floor plan / Mens

地窖平面图/男子

 Second floor plan / womens

二楼图则/妇女

 Third floor plans / Originals

三楼图则/原址

运动员在阿迪达斯的旅程开始时，消费者离开球场，通过体育场隧道进入商店。隧道入口两侧有两层体育场支架组件，面向第五大道。展台鼓励收集、观看现场直播的游戏、观看比赛的演示和讲座、分享产品创新和社交。无论消费者上下移动，他们都会遇到打开的区域，试穿和测试鞋子和服装。在第三层的地下室和阿迪达斯的一家印刷厂邀请消费者通过定制成为创造者。

The athlete’s journey with adidas begins as the consumer leaves the field of play, and enters the store through the stadium tunnel. The tunnel entrance is flanked by a two-tiered stadium stand assembly that faces out to Fifth Avenue. The stands encourage gathering, watching live broadcasts of games, viewing demonstrations and lectures by the pros, sharing product innovations, and socializing. Whether the consumer moves up or down, they’ll encounter open areas to try on and test shoes and apparel. A print shop in the cellar and miadidas on the third level invites consumers to be creators through customization.

The athlete’s journey with adidas begins as the consumer leaves the field of play, and enters the store through the stadium tunnel. The tunnel entrance is flanked by a two-tiered stadium stand assembly that faces out to Fifth Avenue. The stands encourage gathering, watching live broadcasts of games, viewing demonstrations and lectures by the pros, sharing product innovations, and socializing. Whether the consumer moves up or down, they’ll encounter open areas to try on and test shoes and apparel. A print shop in the cellar and miadidas on the third level invites consumers to be creators through customization.

 © Dirk Tacke, Courtesy of adidas

德克·塔克，阿迪达斯的礼貌

在中央入口两边的看台下的区域包含商店内唯一的产品，一个营养棒，和一个城市地图突出其他必须看到的地点。更多的元素讲述了体育场概念的故事，包括头顶的大厅，金属网天花板元素，引导购物者在每一层和售票处现金桌与固定的排队支柱和大型的架空檐篷。紧邻试衣间的是运动员休息室，配备有本地来源的古董作品和装饰元素，这些元素与纽约有着紧密的联系。甚至连洗手间也会用CMU块、白色地铁瓷砖和红色采石场砖来记录纽约当地的布料。这些空间既是高中卫生间的点缀，也是纽约街道坚韧质感的标志。

The areas under the stands on either side of the central entry contain the in-store only product, a nutrition bar, and a city map highlighting other must-see spots. Additional elements that tell the story of the stadium concept include the overhead concourse metal-mesh ceiling element that orients shoppers on each floor and ticket booth cash desks with fixed queueing stanchions and large overhead canopies. Adjacent to the fitting rooms are the athlete lounges furnished with locally-sourced vintage pieces and decorative elements that tie back to NYC. Even the restrooms take notes from the local NYC fabric using a combination of CMU block, white subway tile, and red blaze quarry tile for the floors. The spaces are nods to both the high school restroom and the gritty texture of NYC streets.

The areas under the stands on either side of the central entry contain the in-store only product, a nutrition bar, and a city map highlighting other must-see spots. Additional elements that tell the story of the stadium concept include the overhead concourse metal-mesh ceiling element that orients shoppers on each floor and ticket booth cash desks with fixed queueing stanchions and large overhead canopies. Adjacent to the fitting rooms are the athlete lounges furnished with locally-sourced vintage pieces and decorative elements that tie back to NYC. Even the restrooms take notes from the local NYC fabric using a combination of CMU block, white subway tile, and red blaze quarry tile for the floors. The spaces are nods to both the high school restroom and the gritty texture of NYC streets.

 © Dirk Tacke, Courtesy of adidas

德克·塔克，阿迪达斯的礼貌

旗舰设计实现了创作者空间的有形表达，展现了高中体育场的原始表现。空间中的每一个元素都受到严格的挑战，以符合这一审美视野，这种方法的高潮导致了对体育的深情和诚实的反映，真正地连接到目标消费者。创造力是在整个空间中产生共鸣的主要信息，展示阿迪达斯作为促进者，使运动员能够创造并实现他们所想要的一切。

The flagship design achieves a tangible expression of a creator space and presents a raw manifestation of a high school stadium. Every element within the space has been rigorously challenged to conform to this aesthetic vision, and the culmination of this approach results in a soulful and honest reflection of sport, authentically connecting to the target consumer. Creativity is the primary message that resonates throughout the space, presenting adidas as the facilitator to enable the athlete to create and achieve whatever they put their mind to.

The flagship design achieves a tangible expression of a creator space and presents a raw manifestation of a high school stadium. Every element within the space has been rigorously challenged to conform to this aesthetic vision, and the culmination of this approach results in a soulful and honest reflection of sport, authentically connecting to the target consumer. Creativity is the primary message that resonates throughout the space, presenting adidas as the facilitator to enable the athlete to create and achieve whatever they put their mind to.