The newly renovated Tokyo adidas Originals flagship sits at the heart of the Harajuku area. Known as Tokyo Cat Street, Harajuku is the center of Tokyo's distinctive fashion, art, and street culture. The store integrates the distinct street culture of Harajuku with the contemporary influences of sportswear within an art gallery setting, showcasing a mixture of cultures: from art to music to streetwear. The store also reflects an open and gender-inclusive approach regarding merchandising, fitting rooms, and product offerings.

The design concept presents a creative and collaborative environment built for reprogramming and reconfiguring. It combines contrasting raw and polished finishes, natural and engineered textures, and digital and physical experiences. The architectural details ensure a premium aesthetic and create energy and tension within the space, complementing authentic and credible locally sourced vintage furniture and bespoke art - all artfully curated to host an elevated collection of strong, bold, and confident gestures from local artists.

Each floor has artwork from a collaboration with curator Noriyuki Watanabe from the CALM & PUNK GALLERY; Noriyuki presents three local artists over three floors: Asako Fujikura, Valentin Dommanget, and GILLOCHINDOX ★ GILLOCHINDAE. All the collaborating artists align with or represent the space's ethos – open-minded, inclusive, creative, and engaged. For instance, Asako Fujikura expresses diversity and inclusiveness within her practice. Valentin Dommanget created a lenticular artwork that depicts the colorful complexity of Harajuku. While GILLOCHINDOX ★ GILLOCHINDAE presents artworks that are a mixture of digital and physical, connecting the aesthetics of adidas Originals philosophy with the history and culture of Harajuku.

The functionality of the space takes the consumer on a journey, from product areas to gathering spaces to art that tells a consumer-centric story, to inclusive mannequins and merchandising to a dedicated 'End Plastic Waste' activation. This flexible space showcases the adidas and Parley for the Oceans partnership with footwear made from recycled plastic yarn. Biophilic design incorporates actual living plants into the footwear walls for an extra sense of wellbeing.

The store is a mixture of local art, contemporary design contrasts, human spaces, and local culture harmonized into an Originals brand space; it's a space to be inspired, engage, and be yourself.