If you’re a fan of international sports and lifestyle brand adidas, you’ll definitely want to check out its newly opened space at Knightsbridge on Orchard Road. Spanning three floors and with a striking facade, the Brand Centre boasts Singapore’s biggest offering of adidas shoes, apparel and accessories. Named HOMEGROUNDSG, the Centre will highlight local collaborations along with exclusive products. Here’s what else to expect!
#1 Something for everyone, from lifestyle fashion to sportswear
With such a wide variety of offerings spanning three floors, the Centre is an excellent option for last-minute Christmas shopping on Orchard Road; you’ll find gifts for mum, dad and sporty kids alike. You’ll also get to choose from a range of unique region-first exclusives! The store will feature a wide range of adidas shoes and apparel from both the Originals lifestyle range as well as the performance range for athletes.
#2 An experience that starts at the entrance
Before even entering the store, watch the 3D brand video (dubbed ‘We Got This’) on the massive LED screen that faces Orchard Road. It features Singaporean athletes and celebrities such as musician Benjamin Kheng, singer and model Iman Fandi, social media personality and certified face yoga practitioner Christabel Chua, national high jumper and SEA Games record holder Michelle Sng and other local icons. The brand video shares how each of these athletes and celebrities has overcome adversity; the aim is for their words to help inspire us to bounce back from our own setbacks.
#3 A destination and cultural experience in itself
The design of the store takes cues from Singapore’s multicultural makeup and the Singaporean identity. Elements of the design draw inspiration from the island nation’s coastline, urban landscapes and even local delicacies! Check out the feature wall inspired by the coastline of the Singapore River on Level 2. The installation is crafted with layers of reclaimed wood, highlighting the brand’s commitment to sustainability. It also ties into the adidas mission to recycle plastic, keep oceans clean and upcycle resources into its products. Another mural, ‘Local Delights’, showcases what is perhaps Singapore’s most important cultural emblem – food!
You’ll also discover other dynamic art pieces, including an anamorphic ceiling installation. The art piece is made up of 180 pieces of stainless steel trefoils; these come together to form an intricate sculpture that depicts both an adidas symbol and Singapore’s coast. The designs and murals are created in partnership with local designers Terence Woon, Pamela Ting and Jessica Wong from SCENE Shang and Re-Source Design.
#4 Exclusive ‘hyperlocal’ collaborations between adidas SG and local artists
The Singapore Brand Centre also offers an exclusive selection of Singapore-only adidas products like the Key City Tee. This stylish t-shirt features branding on the sleeve and a graphic with nostalgic references and uniquely Singaporean icons. More collaborations will be announced soon.
#5 Make something truly ‘you’ at adidas Singapore’s Makerlab
If Singapore exclusives aren’t unique enough for you, why not create something truly yours at the centre’s MakerLab? First launched at adidas Singapore’s flagship store in VivoCity, MakerLab allows you to customise your favourite shoes and apparel with exclusive local options. These customisation options have been created in collaboration with creatives like Muneera Malek and Kristal Melson. Each of the options are inspired by nostalgia in a Singaporean context; customised additions include embroidery patches as well as 3D-printed collectibles.
To find out more about HOMEGROUNDSG, click here.
Written in collaboration with adidas Singapore.
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