While the majority of Malaysians have been under restricted movement orders of various (confusing) sorts for a large chunk of the year, there has been a surprising list of store openings and brand launches this year.
From the modernistic Dior Pavilion KL boutique (and the magical installations that now welcome shoppers at the mall entrance) to the KARL LAGERFELD Pavilion KL and Berluti Suria KLCC stores, these new openings give us plenty to look forward to as we (responsibly) head out for some sense of normalcy.
Now the adidas Brand Center Pavilion KL has just joined the list, announced via a Zoom virtual tour on Wednesday. After one of the most innovative online sessions we’ve had (trust us, that’s saying a lot), here are 5 reasons why we think sports buffs and athleisure fans should pay the store a visit.
First Collaborative Customisation Space – MakerLab
A key highlight of the store is adidas’ first ever MakerLab in the region, allowing for in-store customisation and local artist collaborations for an interactive and personalised shopping experience. There is a wide selection of iconic, classic patch and pin designs from adidas, as well as local-inspired patches available for on-the-spot customisation via Direct-To-Garment and Heat Press printing methods.
In line with the brand’s sustainability efforts and commitment to eliminate the use of virgin polyester in all its products from 2024, this new Brand Center has a dedicated area to spread awareness on pollution. At the entrance, shoppers will be greeted by a full-length 6,000mm x 3,500mm LED screen addressing global ocean pollution and how Malaysians are contributing to plastic waste.
About 7,140 meters of teal painted recycled yarn make up an artistic installation overlapping the semi-transparent LED screen to tie in the message. Inside, shoppers can explore the widest range of sustainable adidas products made from Parley Ocean Plastic® – a material created from upcycled marine plastic waste to replace virgin plastic in all adidas high-performance sportswear.
Wide range of adidas apparel
adidas Originals store-in-store concept
Football ID section
Speaking of products, the latest flagship offers the most comprehensive range of adidas’ ever-expanding lineups. This includes adidas sports performance and sports style products, encompassing running, training, football and athleisure apparel for kids and adults. Football fans will enjoy the Football ID section, offering a sports stadium experience complete with iconic boots, official match balls, full federation and club jersey line ups including player and fan editions. Plus, an adidas Originals store-in-store retail concept presents “The Collection” of iconic adidas silhouettes inspired from the brand’s archives.
Localised design and innovations
Local elements incorporated into the store concept serve as a statement from the brand: global at scale, yet local and connected to its consumers. Spanning across 1,320 square meters of retail space, you’ll find traditional Malaysian rattan decorating the interior of the MakerLab space; installations relevant to Malaysians in terms of sustainability; as well as digital innovations such as the large LED screens along its extensive footwear display wall that showcase the latest campaign videos featuring local creators and athletes.
Athletes on the Move
To celebrate the flagship opening, adidas has designed an ensemble of ‘Athletes on the Move’ – a line-up of mannequins seemingly dashing from the mall’s ‘Connection Area’ to the store location on the fifth floor. Shoppers walking along the area can scan a QR code to activate an Augmented Reality journey to the Brand Center. As a bonus, they will stand a chance to customise a limited adidas tote bag with a series of accessories patches and their initials online. These can be redeemed for free by presenting the confirmation email at the store’s MakerLab from 3rd December onwards, while stocks last.
Location: Level 5, Lot No. C5.01.00, Pavilion KL