First Adidas Brand Centre launches in Singapore, brand’s largest there yet
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Sportswear brand Adidas launched its first Singapore brand center, named Homeground, in Knightsbridge along Orchard Road. Occupying three floors, it claims to be the largest mono-brand retail sports destination in the country. It offers the largest array of Adidas performance and Originals apparel, footwear, as well as accessories in Singapore.
Adidas claims that the design of the brand center is “deeply rooted in Singapore identity” and “celebrates its diversity as a multicultural country”. Created in partnership with numerous local designers, the design takes inspiration from iconic everyday Singapore scenes. For example, a wall-mounted mural that takes the form of an Adidas shoe is actually a collage of locally-inspired elements weaved together in a wall-mounted mural.
In addition, the brand center’s sustainability wall is inspired by the coastline of the Singapore River and is made with layers of crafted reclaimed wood.
The “Local Delights” section features vibrant artwork that is inspired by traditional cakes and snacks such as Tutu Kueh, Ang Ku Kueh, Kueh Bahulu, Muruku, and the colorful Kueh Lapis cake.
There’s also an anamorphic ceiling installation in the MakerLab, where 180 pieces of stainless-steel trefoils come together to form an intricate ceiling artwork that is both a trefoil and the coastline of Singapore at the same time.
Besides enjoying first-in-region launches and Singapore exclusives at the Homeground store, shoppers can look forward to the Singapore Key City Tee, a local-themed graphic print t-shirt.
In line with the brand center’s launch, Adidas will be rolling out the “Bring it to Me” service over the next few months, which will be exclusive to the brand centre.
Shoppers can have the products delivered to them as they continue browsing the other items at the store by scanning the footwear via the Adidas app or QR code to indicate their preferred sizes.
For more information, you can check out the Adidas Homeground website, Adidas Singapore’s Instagram, and Facebook pages.
Questions & Answers
Q.What kind of products does the Homeground brand centre offer customers?
What kind of products does the Homeground brand centre offer customers?
It offers the largest range of Adidas performance and Originals apparel, footwear, and accessories in Singapore. Shoppers can also find first-in-region launches and Singapore exclusives, like the Singapore Key City Tee.
Q.How does the new brand centre reflect Singaporean culture and identity?
How does the new brand centre reflect Singaporean culture and identity?
The design is deeply rooted in Singapore identity, featuring local designers and iconic scenes. Examples include a mural of locally-inspired elements, a sustainability wall resembling the Singapore River, and artwork of traditional local snacks.
Q.Which new customer service will Adidas introduce at the Homeground store?
Which new customer service will Adidas introduce at the Homeground store?
Adidas will roll out the “Bring it to Me” service exclusively at the brand centre in the coming months. Shoppers can scan items via the Adidas app or QR code to have products delivered to them while browsing.
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