ADICENTRE, CREMORNE NSW
Adidas appointed us to document their brand-new corporate store – Adicentre, in Cremorne, VIC. Located on the ground floor of one of Melbourne’s most prestigious new commercial buildings, this corporate store occupies 400sqm on the ground floor of this 8-storey building at 65 Dover Street.
Working collaboratively with the Adidas Store Development team in Dubai, and their local team in Australia, we are proud to be involved in the documentation of this key milestone – Adidas’ new corporate centre.
Research played a big part in our approach and in our work process with this project. We invested time in this crucial part of the process by thoroughly delving into their corporate manual to understand and to interpret their new global brand guidelines. Our goal was to project their brand presence in an identical way in this store design.
In addition to Adicentre on the ground floor. We also worked with them on their wholesale showroom on level 6 - which reflected a similar design goal.
Our next step involved the sourcing of suitable finishes, available locally, which match those specified in the global guidelines. In fact, finishes specification when working with a global brand can be one of the most challenging parts of the process. Special considerations of cost, durability and stock availability had to be factored in this meticulous sourcing process. Trying to match finishes not available locally with an alternative that looks the same is a challenge within itself.
We resolved site challenges where Adidas fixtures had to be placed around low height ductwork. In addition, it was also important that we clearly communicate and interpret local guidelines with the international design teams to ensure local standards were adhered to and compliance satisfied.
Along each step of the way, we liaised closely with Adidas teams locally and internationally.
The success of the completed project reflects our thorough understanding of Adidas global brand DNA, attention to detail, and another winning collaboration with Adidas.
