adidas Originals Seongsu, where street-level energy meets global influence
Objective: Create a flagship concept that captures the cultural spirit of Seoul’s most dynamic, up-and-coming neighbourhoods.
Seongsu is where Seoul’s industrial past collides with its creative future. In this fast-moving, fashion-forward district — where warehouses become cultural playgrounds and pop-ups bloom like wildflowers — adidas Originals needed more than just a store. They needed a local icon.
That was the spark behind adidas Originals, Seongsu. A new flagship concept rooted in the raw creativity and street-level energy of Korea’s ‘Shoe District’.
Utilising a brutalist red brick façade that is intentionally enigmatic — we created a quiet nod to the neighbourhood’s heritage — blending industrial grit with contemporary edge. Inside, exposed concrete, steel, and stripped-back finishes mirror the surrounding architecture, while refined detailing and flexible layouts set the stage for campaign activations, cultural moments, and product storytelling.
Upstairs, footwear takes centre stage. Gallery-style displays frame adidas’ most coveted silhouettes, while a two-storey digital wall commands the space — seamlessly integrated into the architecture, it pulses with campaign energy and cultural content. This immersive feature anchors the double-height volume, elevating the experience and storytelling. Visitors are drawn toward a rooftop terrace designed for community connection and cultural activation. Both overlook an open courtyard that pulls the street into the space — transforming retail into cultural dialogue.
Here, adidas Originals arrives not as an outsider, but as a local voice. A space that's unapologetically Seongsu yet unmistakably Originals.
“This isn’t just a store - it’s a cultural experience. A cutting-edge design, built to reflect and amplify the energy of the community it now calls home.”
Preston Page, Head of Adidas Retail in Korea
Looking to break into Seoul's thriving retail scene?
We're an award winning retail design agency, pioneering groundbreaking new store concepts, globally. Head over to our work page to check out other creative brand experience case studies. And, don't forget to take a look at our Wonder blog for the latest consumer trends and design inspiration.
Keep up to date with everything we’re up to, by connecting with us in LinkedIn.
