上海·安福322旗舰店

海派复兴之地

安福路与武康路的转角

一场复古与先锋的即兴合奏已开场

欢迎入局

Where Haipai culture finds new rhythm,

at the intersection of Anfu and Wukang Roads,

an impromptu duet of retro charm and avant-garde flair takes the stage.

Welcome—step into the scene.

上海安福路与武康路交汇处，老建筑与青年流行文化并置，成为沪上独具特色的标杆街区，上海首家adidas阿迪达斯首家三叶草全球旗舰店便选址于此。门店原址为上海知名老影院永乐宫，承载着独有的上海文化记忆，其保留的原始建筑结构与街区的海派文化形成独特语境。旗舰店不仅要传达品牌的潮流性与符号性，还应具备对在地文化的感知力，为这条富有丰富文化底蕴的街区注入新活力。

At the intersection of Anfu and Wukang Roads, where historic architecture meets contemporary youth culture, a new landmark emerges in one of Shanghai’s most iconic historic neighborhoods. Set within the former Yongle Cinema, a site rich with local memory, the city’s first adidas Originals global flagship store has recently made its debut. Preserving the building’s original structure, the design pays tributes to the unique Haipai culture that defines the area. The flagship articulates the distinctive identity of adidas Originals—a lifestyle brand built for sport, shaped for and adopted by culture, and also embraces the local context with cultural sensibility, breathing new energy into a neighborhood steeped in history.

PART 1/ 经典向前，老地方的新故事

Classic Forward: A New Story in a Historic Setting

潮流经典与在地文化的跨界接头现场

在历史街区与滑板声的蒙太奇里

砌一座没有边界的文化交融场

Where classic fashion meets local culture,

where a historical neighborhood echoes with the pulse of skateboards,

a boundless playground of cultural fusion takes shape.

将adidas历久弥新的Originals品牌叙事嵌入老影院的建筑结构之中，设计团队TOMO東木筑造以先锋姿态激活文化DNA，构建一个融合在地文化、与街区共生的沉浸式零售场景。设计提取上海历史建筑的几何线条、老洋房压花玻璃门窗、百叶窗等在地化元素，融合品牌经典元素与海派文化。

TOMO DESIGN weaves adidas Originals’ timeless narrative into the architectural shell of the former Yongle Cinema, activating the site’s latent cultural DNA through a bold, avant-garde lens. The design conceives an immersive retail environment that echos local culture and engages with the neighborhood. Design motifs drawing from Shanghai’s historical architecture, from geometric lines to embossed glass windows and louvred shutters, merge seamlessly with the brand’s signature elements and the city’s distinctive Haipai culture.

以简约、创新、视角、标志四个维度打造品牌体验空间，构建一个可感知、可探索、可互动的多重动线系统。基于探索、互动和体验的动线逻辑，将店铺构建为一个具社交属性的沉浸式空间，引导消费者在交互与游逛之间，完成品牌内容的主动感知，进而生成个性化的消费路径。设计不仅回应着品牌对年轻文化的持续探寻，也以极富实验性的空间策略介入城市界面，成为历史街区语境下的一次当代性表达尝试。

The brand space unfolds across four dimensions—simplicity, innovation, perspective, and iconicity, creating a multi-layered circulation system that invites perception, exploration, and interaction. Rooted in a logic of exploration and engagement, the store transforms into a socially interactive, immersive environment, guiding visitors through a rich brand narrative while enabling a unique, personalized journey of consumption. The design not only captures adidas Originals’ ongoing dialogue with youth culture, but also boldly introduces an experimental spatial strategy into the urban fabric—offering a fresh, contemporary expression within the context of a historic neighborhood.

PART 2 / 立面：梧桐树影下的三道杠  

Facade: Three Stripes Beneath the Plane Tree Shadows

街区新地标，潮人接头点

三道杠化为品牌密码

梧桐树影的掩映下

潮流基因正延续着

老建筑的新故事

In this new neighborhood landmark,

a rendezvous for fashion trendsetters,

the three stripes transform into a subtle brand emblem.

Beneath the dappled shade of plane trees,

a fresh story unfolds within the historic building,

where the spirit of fashion lives on.

外立面的更新策略保留了原建筑的主体结构与历史痕迹，转化为品牌叙事的载体。TOMO通过限定材料语言与控制构造尺度，在保留与重构之间寻求平衡。

The facade renovation strategy preserves the original structure and its historical imprints, reinterpreting it as a vessel for brand storytelling. Through a restrained material palette and precise proportions, the design strikes a balance between preservation and reinvention.

设计巧妙地采用品牌经典蓝的贴膜玻璃与乱纹不锈钢窗框，在立面界定了三个竖形窗框，隐喻经典三条纹。一侧嵌入发光三叶草品牌标识，品牌符号在原始界面上形成当代化的视觉演绎，设计以品牌的潮流基因，延续老建筑的故事。

Three vertical windows, framed in patterned stainless steel and accented with blue film, subtly reference the iconic palette and three cut-out stripes of the adidas Originals logo. A glowing Trefoil logo embedded onto one side of the facade introduces a contemporary gesture to the historic shell, continuing the old building’s story with the pulse of the brand’s fashion identity.

三个不同的橱窗展示产品，上演着一幕幕三叶草的故事。右侧橱窗标志性的巨型“贝壳头”装置，点亮街区的界面，为消费者提供了全新的互动体验，回应当下潮人的打卡文化。装置采用的金属材质，与街区老建筑的立面肌理行成一组有趣的对照，将潮流基因融入历史街区，展现品牌与在地文化的深度对话。

Three distinct windows showcase curated product displays, unfolding the evolving brand stories. Anchoring the right corner, a monumental “Shell Toe” installation activates the streetscape, inviting passersby into a fresh, interactive experience—a response to the pose-and-post culture of today’s fashion-forward youth. This metallic installation contrasts playfully with the facade textures of surrounding old buildings, bringing urban sport culture to the historic neighborhood, and deepening a dialogue between the brand and local culture.

零售空间将adidas符号体系与沪上文化进行转译，品牌经典元素在门店的细节在入口处便细致铺设。通过品牌语言在地化、年轻化，让品牌符号成为连接商业空间与城市脉络的视觉媒介。消费者感受到的不仅是品牌的潮流态度，更是adidas与上海这座城市、与 Z 世代消费群体的深度共鸣，让空间成为品牌与城市对话的潮流现场。

The retail space reinterprets adidas Originals’ brand codes through the cultural lens of Shanghai, weaving signature brand elements into the spatial journey from the moment of entry. Through a localized and youth-centric design language, the brand symbols become a bridge between the retail experience and the city’s pulse. What consumers encounter is more than a fashion statement—it’s a deep resonance among adidas Originals, the city of Shanghai, and Generation Z, transforming the store into a dynamic stage for cultural exchange.

PART 3 / 一层漫游指南：老建筑里的潮流互动游戏

Ground Floor: A Fashion Playground in an Old Building

混凝土的肌理间

潮流脉搏在跳动

当老建筑的灵魂遇见新世代的语言

每一处细节都诉说着融合的故事

Beneath the textured skin of concrete,

the pulse of street culture beats on.

When the soul of an old structure meets the language of a new generation,

every detail tells a story of fusion.

开敞的布局及粗粝的老肌理与精致的新材料交织营造对立又和谐的复古工业风视觉，贴近Originals的品牌调性。产品与空间不再是被动的展示与承载关系，而是通过开放式架构与交互装置的穿插，提高空间的互动性与灵活性。

An open layout fuses rugged historical textures with refined modern materials, creating a  retro-industrial aesthetic aligned with the brand identity of adidas Originals. Here, the space moves beyond passive product display—modular frameworks and interactive installations activate the environment, making it dynamic, flexible, and socially engaging.

“空间即媒介”，设计以原建筑历史背景，为灵感叙事，串联起“物—人—品牌”三者之间的动态共生系统，与消费者共同完成品牌叙事。

Taking space as a medium, the design draws inspiration from the building’s historical context, weaving objects, people, and brand into a dynamic, symbiotic ecosystem between, inviting consumers to co-create the brand narrative.

硬核肌理里，可能有最软萌的互动（前场-FRONT ROOM）

FRONT ROOM

Soft Play in a Hard Shell

进入内部一层主空间，前场设置可变化姿态的互动装置机械臂作为空间焦点，构件以老上海历史建筑常用的百叶窗为灵感，或旋转或折叠，在互动中营造出具传播力的沉浸氛围，成为社交媒体上被“打卡”最多的场景。

Stepping into the ground floor space, visitors are greeted by a kinetic centerpiece—an automated  arm installation inspired by the louvered shutters of old Shanghai architecture. Capable of rotating and folding, it creates a shareable, immersive atmosphere—quickly becoming one of the store’s most photographed moments on social media.

中岛展示台以品牌经典元素三叶草为原型嵌入空间核心，金属框架，将产品置于视觉焦点。产品展示区以木饰面、不锈钢层板与模块化插片系统构成，强调统一感的同时保留展陈弹性。

At the heart of the space, a central display fixture takes the form of the iconic Trefoil logo, framed in metal to spotlight signature products. The surrounding display area combines wood finishes, stainless steel shelving, and a modular slot system—balancing visual cohesion with flexible displays.

老建筑的混凝土材质、水磨石地面、复古手摇杆等老上海元素与前卫简约的机械艺术装置、乱纹不锈钢金属背板巧妙结合，在经典元素中注入新意，一如Originals，经典向前。

Old Shanghai textures—concrete finishes, terrazzo flooring, and retro manual levers—are thoughtfully juxtaposed with avant-garde kinetic installations and brushed stainless-steel panels. This interplay injects fresh energy into classic elements, echoing the Originals spirit: inspired by the past, shaped by the future.

功能多变的中岛展示区，也是旗舰门店的产品“首秀”舞台。adidas Originals近期大热的宠物系列，便在此首发。人宠同款“亲子装”，无疑击中了爱宠的潮人们。经典复古与硬核高技中，融入软萌可爱的毛孩子，场景与内容共同构建了门店的独特性与唯一性。

A multifunctional display island area serves as a premiere stage for new product launches. The much-anticipated adidas Originals pets collection made its debut here, featuring matching “parent-and-pet” outfits—resonating with style-savvy pet lovers. The unique blend of retro aesthetics, cutting-edge technology and cute appeal defines the store’s truly one-of-a-kind identity.

MADE FOR YOU体验区标识悬于上空，采用像素化灯光设计，呼应街头文化的数字基因。硬装材质也一并沿用至定制的DIY互动展台的设计上，压制有三叶草logo的复古压花玻璃，朦胧细腻与利落硬朗的金属支架，一柔一刚化为有趣的印照，在满足功能性的同时保持了空间调性。

Suspended overhead, the MADE FOR YOU signage glows in pixelated lighting—a nod to the digital influence interwoven with today’s street culture. The same material palette extends to the customization station, where retro embossed glass stamped with the Trefoil logo pairs with sleek metal supports, creating a tactile contrast of softness and strength. This hands-on zone perfectly balances functionality with a strong visual identity.

区别于常规静态展示的门店，MADE FOR YOU个性化订制区是消费者文化交流和创意表达的平台，这个区域不但提供个性化定制服务，每月更新具有上海文化元素的球鞋配件、印花图案让消费者可以尽情释放创造灵感，定制专属于自己的个性单品。 融入本地文化与专属体验，这样差异化的创新运营模式，也让MADE FOR YOU社交媒体上广受好评，成为不可错过的“上海新特产”。

Unlike conventional static displays, the MADE FOR YOU zone is a dynamic hub for cultural communication and creative expression. It offers personalized services such as T-shirt printing and shoe ornamentation, and refreshes monthly with Shanghai-inspired accessories and graphics, inviting consumers to unleash their creativity and customize one-of-a-kind pieces. Fusing local cultural references with tailored experiences, the MADE FOR YOU area pioneers an innovative retail strategy that has gained widespread acclaim on social media, quickly becoming a can’t-miss new experience in Shanghai.

时光纹路：经典海派的新表达（后场-BACKROOM）

BACKROOM

Traces of Time: A Fresh Shanghai-style Expression

门店后场延续整体硬朗基调，以砂面不锈钢勾勒硬朗轮廓，浅色木饰面展台与防尘毯融入中和金属冷感。前区屏幕背后的设备线缆被特意展露，恰与原建筑结构的粗粝肌理，形成呼应。顶部点状光源与线性灯光结合，聚焦ORIGINALS 标识，工业风与潮流感在克制中交融，营造具品牌辨识度的后场空间。

The back area of the ground floor continues the bold, cool tone, with matte stainless steel outlining sleek spatial contours. Light wood veneers and dust mats soften the metal’s chill, adding warmth and balance. Behind the front display screen, deliberately exposed wiring resonates with the coarse textures of the original building. Overhead, a blend of point and linear lighting draws focus to the ORIGINALS signage, fusing industrial aesthetics with urban fashion flair to craft a rear zone infused with strong brand identity.

服饰陈列区的设计既充满仪式感又富有趣味性。复古怀旧的手摇杆和电动升降衣架，浅色树榴纹基底墙面采用了海派文化中常见的高光漆器工艺，既迎合了年轻消费者的审美偏好，在回溯经典的同时，展现了传统工艺的现代诠释。

The apparel display area balances a sense of ceremony with playfulness. Vintage hand cranks and motorized lift racks animate the display, while the light-toned burl-wood-grain backdrop wall—crafted with a high-gloss lacquer technique often seen in Shanghai-style decorative art—offers a contemporary take on traditional craftsmanship. The result is a retro yet modern setting that resonates with younger audiences while honoring classic artistry.

里弄独白：试衣间里的自我对话（试衣间-FITTING ROOM）

Fitting Room

Alley Soliloquy: A Moment of Self-Dialogue

首层试衣间采用镜面与木色饰面材质组合，将工业的冷硬与潮流温度融合，实现空间节奏的转换。导光板营造柔和氛围，定制镜面拓展空间层次，让试衣成为自我探索的潮流仪式。蓝色地毯与品牌主色调形成视觉呼应，赋予精致的试衣体验。

The ground-floor fitting rooms blend mirrored surfaces with wood-toned finishes, merging industrial coolness and fashionable warmth. Light panels create a soft ambiance, while custom mirrors expand visual depth, transforming each fitting moment into a ritual of self-exploration and personal style expression. A blue carpet echoes adidas Originals' signature palette, enriching the refined and immersive fitting experience.

PART 4 / 二层：Originals的灵感阁楼

Upper Floor: The Originals’ Inspiration Loft

三叶草的时空折叠术

老洋房的轮廓里

潮流灵感自由生长

当经典纹样邂逅现代材质

每一步都踏在历史与未来的交汇点

Originals: A Journey Through Time and Space

Within the silhouette of an old Shanghai house,

fashion inspiration flourishes freely.

Where classic motifs meet modern materials,

every step lands at the intersection of history and future.

二层空间打造为潮流穿搭的灵感实验室 ，每一件单品都诉说着独特的品牌故事，定义零售空间的沉浸式潮流体验。该区域强调氛围的与叙事的深化，设计采用多层次的材质基调与柔化灯光策略，营造出更具专注性的展示环境。

The upper floor is envisioned as an inspiration lab for fashion styling. Each displayed piece narrates a distinct brand story, choreographing an immersive fashion journey. Layered material palettes combined with softened lighting enrich the ambience and narrative, fostering a display environment that invites focused engagement.

楼梯为原始结构与水磨石、不锈钢的多材质混合表达，踏步暗藏灯带，流动的光影形成律动节奏。墙面巨幅海报传达THE ORIGINALS的品牌精神，引导访客动线的同时，实现一层到二层的视觉过渡与场景转换。该区域在工业基因与先锋时尚的融合点上，成为沉浸式潮流体验的延伸。

The staircase becomes a multidimensional design statement, uniting the existing structure with terrazzo and stainless steel accents. Hidden light strips beneath the steps orchestrate a rhythmic interplay of light and shadow. A wall-sized poster highlights the spirit of adidas Originals, guiding consumer movement and facilitating a seamless visual transition between the two floors. Positioned at the intersection of industrial aesthetics and avant-garde fashion, this area extends the immersive fashion experience.

光影暗号：老洋房窗棂照进潮流衣橱（服装区-CLOTHING SECTION）

CLOTHING SECTION

Codes of Light and Shadow: Where Retro Windows Softly Illuminate a “Fashion Wardrobe”

二层服装区以定制压花玻璃的朦胧质感与简约利落的线条重构零售空间的潮流表达。

灵感来源于老洋房压花玻璃门窗的定制玻璃，压制有三叶草logo图案，被贯穿使用在了店铺中的多个细节。当他与灯光结合时，层层叠叠的朦胧光影，如同自旧日时光，穿越而来。

The clothing display area on the upper floor reimagines fashion expression through custom embossed glass and minimalist geometric lines. Inspired by vintage glass doors and windows from Shanghai’s old villas, the custom glass is subtly imprinted with the Trefoil logo—a motif that appears throughout the store. When paired with lighting, its layered translucence evokes a dreamy vision of past and present.

木饰面展台形成高低错落感。场域通过几何分区打造不同的体验节点，陈列系统采用不锈钢材构建模块化展架，可根据陈列需求快速重组。

Wood-veneered display platforms introduce a dynamic interplay of elevations, shaping a layered visual rhythm across the space. Geometric zoning defines distinct experiential touchpoints, while a modular stainless steel display system enables swift reconfiguration to meet evolving merchandising needs.

多边形核心展示岛使用一体围合型金属展示墙，空间中心取意传统建筑八角形形态的中岛台，却以当代材质呈现，金属、玻璃、海派镶边的复古水磨石地板，三重材质源于在地文化，演绎当代质感，岛台下沿，品牌三条纹低调复现。

A polygonal central display island is enclosed by a continuous metal screen. It draws inspiration from the octagonal forms of traditional architecture, yet it’s presented with contemporary materials—polished metal, pristine glass, and terrazzo flooring featuring Shanghai-style inlays. These three materials, rooted in local culture, are reinterpreted with a modern tactility.  Inspired by the brand logo, three stripes encircle the base of the island in a low-key reprise.

设计在细微处铺陈故事主线，却又隐而不扬，让产品成为空间的主角。

Every design detail threads the spatial narrative, never overstated, allowing the products to take center stage.

从轴承到灯带：把滑板精神焊进设计里(鞋区-SHOE SECTION)

SHOE SECTION

Axles Reimagined as Light Strips: Skateboarding Spirit Welded into Design

鞋区以利落线条复刻街头文化的先锋张力，将品牌的运动基因进行空间转译，构建冷峻的陈列场域。设计以蓝色地毯与深色饰面形成整体视觉序列，局部使用镜面材质形成对称延伸。

The footwear area channels the avant-garde energy of street culture through crisp, dynamic lines, translating adidas Originals’ urban sports culture into a cool and sleek display environment. A visual rhythm emerges from blue carpeting paired with deep-toned finishes, while mirrored surfaces add a sense of symmetry and extension.

以滑板轴承为灵感原点，灯具形态抽取滑板轴承的几何秩序，线性灯带的延伸在天花构建 “悬浮的街头运动场域”。金属质感的灯体与工业风天花呼应，把滑板运动的自由灵魂，转化为可感知的空间装置。

Inspired by the geometry of skateboard axles and wheels, linear lights extend across the ceiling to form a “hovering street playground” overhead. Metallic light fixtures harmonize with the industrial ceiling, translating the free spirit of skateboarding into a tangible spatial experience.

三叶草压花玻璃化身陈列板，结合不锈钢型材与细节处的电子屏，有序陈列的鞋款，诉说街头文化的基因密码。借由材质碰撞与光影渲染，化作沉浸式潮鞋体验，让鞋迷每一次驻足，都是与品牌精神的深度共鸣。

Trefoil-embossed glass transforms into a series of display shelves, paired with stainless steel profiles and digital screens. The orderly displayed footwear narrates the genetic code of street culture. Through material interplay and curated lighting, the space evolves into an immersive hub for sneaker enthusiasts—where every moment of pause sparks a profound connection with the Originals spirit.

从浏览到上身，穿搭灵感在这里 “落地”（试衣间-FITTING ROOM）

FITTING ROOM

From Browsing to Try-on: Where Fashion Inspiration Comes to Life

二层试衣间以未来感重构试衣体验，银色波纹金属墙的冷峻质感与柔性蓝色地毯形成对比。墙面三叶草标识强化品牌精神共鸣，这里是潮流穿搭的私域实验室，消费者在此完成从“视觉浏览”到“个体试穿”的过渡，每一次试穿都是先锋时尚的对话，形成完整的购物旅程闭环。

The fitting rooms on the upper floor reimagine the try-on experience with a futuristic touch. Rippled silver-metal walls contrast with soft blue carpeting, creating a dynamic interplay of texture and tone. The Trefoil emblem on the wall strengthens the brand’s spiritual resonance, transforming this space into a private styling lab. Here, customers seamlessly shift from visual browsing to personal try-ons. Every fitting becomes a dialogue with avant-garde fashion, contributing to a cohesive and thoughtfully curated shopping journey.

PART 5 / 让品牌“说上海话”：全球品牌的本地故事

A Local Narrative for a Global Brand

设计在材料选型与质感控制上，秉持当代性与在地性并置的思维，构建出一个多重肌理叠加的界面系统。刻意保留的“旧”与刻意强化的“新”形成张力。这种“时空对话”不仅视觉震撼，更隐喻品牌“尊重传统，突破创新”的精神内核。

Rooted in a dual embrace of modernity and local identity, the design integrates meticulous material choices and rich sensory textures to craft a layered visual interface. The intentional preservation of the “old” and the bold amplification of the “new” creates a compelling tension—a dialogue across time that not only captivates the eye but also embodies adidas Originals’ spirit of honoring tradition while relentlessly pursuing innovation.

作为adidas阿迪达斯在中国的全新标杆门店，该旗舰店不只是一个承载产品的零售空间，更是一个激活历史空间、连接城市文化与年轻消费群体的场域。 将消费行为延伸为社交分享行为，实现“空间体验—社交媒体曝光—线下引流”的闭环。以文化策展思维重构人、货、场关系,通过建筑语言的精确提炼、场景构建与材料表达，为全球品牌本土化树立新标尺。

This landmark adidas Originals flagship store in China is more than a showcase for products—it’s a cultural hub that activates a historic site and connects urban culture with younger generations. Here, shopping evolves into a social ritual, fostering a self-sustaining loop of “physical immersion, digital amplification, and a fresh wave of visitors,” effectively reshaping retail dynamics. With a curatorial approach, the store redefines the relationship between people, products, and space. Through distilled architectural language, curated scenes, and expressive materials, it establishes a new benchmark for how global brands engage with local context.

東木筑造以极富当代表达力的方式，携手adidas阿迪达斯在安福路这片承载着海派记忆的街区， 拓展了品牌场景的边界。在这里，每一位消费者不仅是商品购买者，更是海派文化与潮流精神对话的参与者，安福322 的一砖一瓦、一光一影所构成的沉浸式空间叙事，正是adidas阿迪达斯Originals系列的最佳诠释。

With a bold contemporary lens, TOMO and adidas Originals have expanded the boundaries of the brand’s storytelling along Anfu Road—a street steeped in Shanghai’s cultural memory. Here, consumers transcend the role of buyers to become active participants in an ongoing dialogue between Shanghai culture and avant-garde fashion. At No. 322 Anfu Road, every brick and every play of light and shadow compose an immersive narrative that truly captures the identity of adidas Originals.