HomeCourt Barcelona joins over 20 stores globally, a number of which rpa:group have also acted as lead architects on.
The store building is listed within a conservation area, in Barcelona’s famed gothic quarter. It was originally a bank, and many of its unique features from its previous life have been retained. These include a central feature staircase and customer lift, as well as a basement bank vault, safe door and a vault containing original safety deposit boxes . This area has become what adidas has dubbed “The activity room”, and is a demonstrable element of adidas making the HomeCourt concept an experiential one, as it is used for anything from fitness classes , to product demonstrations and guest appearances from sports celebrities.
In fact, a key feature of the Barcelona store is an area of the store that is dedicated to the Argentinean football icon Lionel Messi. It features a mini-museum including replicas of his four FIFA World Player of the Year Awards, special editions of the adizero f50 Messi, and his match shirt from the 2014 FIFA World Cup Final.
Our local Spanish office was on hand to manage various Spanish consultants and to address Barcelona regulations – working alongside our Architecture team to effectively overcome numerous challenges the building itself presented. Having originally been built in the early 20th century, it has since undergone several renovations to meet each tenant’s requirements, which had to be addressed when it came to its transformation into an adidas HomeCourt.
The end result is a total of 900sq m of (sales)space, distributed across two floors, and a successful merging of the building’s past with the present and with it, ultra modern fixtures and facilities, furniture and interactive multimedia equipment to captivate and entice customers from the moment they enter the store.