adidas has revived a classic London townhouse in the heart of Carnaby, elevating it to an iconic concept store that gives the brand and the local streetwear community a new home. The ‘Home of London’s Originals’ has been designed with an experiential approach — drawing inspiration from the functionality and aesthetic of the adidas HQ Archive. Iconic adidas Archive products are woven into the space, sharing historic brand moments with consumers. Moveable racking presents collections while unlocking adaptable spaces to facilitate events and activations. This is a place for creative sessions, art exhibitions, speaker series, and to showcase and elevate local talent. Designers Paolina Russo, Bethany Williams with Melissa Kitty Jarram, and Ashton Atzzs have one-off art installations in the space, while neon lights throughout the store are the work of the iconic light artist God’s Own Junkyard. Consumers can access the latest, most exclusive product in the store, which is curated through a gender-inclusive merchandising approach. The building design echoes the brand’s commitments to a sustainable future. It is BREEAM-certified, uses refurbished original timber flooring, curated vintage furniture, and eco-conscious materials in the entire space. Embedded digital innovations — enabled by the adidasAPP — enhance the storytelling and seamlessly fuse physical and mobile experiences. adidas Originals Carnaby is a space to inspire people to embrace their originality.