The impressive scale and uniqueness of Dubai's architecture inspired the approach to the new flagship store. The design team created a physical destination where people go to connect with the brand and celebrate the adidas brand values – sport, culture, inclusivity, and sustainability.

The store itself sits within the Dubai Mall, which inspired us greatly in our attempt to bring the outside - architecturally speaking - inside – with subtle uses of light and space. The store's functionality and digital dimension enhanced an exciting yet easy shopping experience – sparking curiosity – from the retail theater of the activation zone to the celebration of the sneaker culture in Sneaker Services to the unique offer of localized products in the DXB shop.

The opened façade invites people to enter, choose their path and explore the richness of the store content curated within. The consumer journey embraces the local culture taking visual cues from the location's aesthetic language, the architecture, colors, and textures found throughout the UAE. Textured materials, Arabic patterns, and a warm color palette are creatively juxtaposed with shiny technical modern finishes, adidas graphic language, and theatrical use of lighting, creating a dialogue between old and new. Innovation and craftsmanship characterize this project, from the 34-meter wide 3D printed storefront bulkhead to the smallest details.

With an eye on the future, sustainability is a key element of the design. The space also features a dedicated central area for sustainable collections and activism – embodying adidas brand values into different immersive and educational touchpoints throughout the store. Sustainability was also an integral part of the approach to the construction of the store, accompanied by the process for LEED Gold certification.

The Dubai flagship is a place for the creator community that offers the best brand experiences and services; it's a carefully sequenced journey designed to create engagement and connect sports culture to the culture of Dubai.

The innovative digital touchpoints, sustainability area, and Maker Lab echo and celebrate the adidas brand values – and presenting these design innovations through architectural and spatial gestures was a fitting testament to the project's spirit.