adidas store gets Stadium Outlet 2.0 concept

Global sportswear brand Adidas has given a concept upgrade to their 400m2 store in the Uni Hill Factory Outlet retail park in the north-eastern suburbs of Melbourne, Australia. The store stocks women’s, men’s and kid’s clothing, as well as footwear and has been fully refurbished to incorporate the latest Stadium Outlet 2.0 concept, which will enhance and support the adidas brand integrity, whilst creating a more premium shopping experience.

The original stadium concept was developed because the brand recognised the power that sport has to change lives, with the stadium being the manifestation of where it happens. The interiors highlight the unique spirit of this in an active and urban way, by recreating the mindset of consumers as the athletes, using features such as tunnel entry, locker-style changing rooms and stadium seating. This concept overlaps into the outlet stores so that they also embrace some of these elements in their interiors.

The Uni-Hill store features highly polished concrete floors, locker-room style seating and stripped back fixtures that emphasise the product. Fitting rooms have been reduced from five to three for better use of space and an additional cash desk reduces consumer waiting times.  A new digital screen has been installed for enhanced customer communication.

Global architecture, design, cost and project management consultancy rpa:group undertook the store planning and design of the Uni Hill store, utilising AutoDesk Revit for quantity ordering and visualisation. The store opened in early November and forms part of an ongoing roll-out and update for the adidas brand.

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