adidas Asia Pacific Flagship Seoul / Various Associates

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First Asia Pacific adidas flagship in Myeongdong, Seoul - Featuring the "Home of Sport" concept, adidas has opened its first Asia Pacific flagship store in the unique and bustling shopping district Myeongdong, a must-visit spot in South Korea. Various Associates, the only Chinese design firm that participated in the flagship design, partnered with adidas to extract local Korean elements and blend them with adidas brand personality, creating a "home of sport" with closer connections and deeper resonance with local customers. The store integrates into the bustling streets of Myeongdong, where diverse types of business and public activities take place. Surrounded by the cooking aroma among small stalls, this flagship creatively conveys the core value of friendliness and inclusiveness from the overarching concept of "Home of Sport".