First in Asia, the all-new adidas Originals flagship stores introduced the fascinating concept known as “The Collection”, featuring Malaysian artists - Jun Ong & Jaemy Choong.
CLIENT | adidas Malaysia
OUR SERVICES
- Communications Strategy
- Content Development and production
- Artist liaison and management
THE BRIEF
The largest adidas Originals flagship store in Malaysia was set to open its doors at Pavilion Kuala Lumpur in June 2019. The all-new adidas Originals flagship stores would be the first of its kind in Asia introducing the fascinating concept known as “The Collection”. The concept saw classic furniture brought together in a modernized way, featuring localised elements that would be brought to life by local artists, endorsing the uniqueness of the particular store.
We were engaged to bring “The Collection” store concept to life for the opening of adidas largest fashion storefront in Pavilion KL.
OUR OBJECTIVES
Impactfully launch the largest adidas Originals flagship store at Pavilion with a localised storytelling.
OUR STRATEGY
The iconic adidas Originals believes that by collecting the past, they may keep track of their story and stay true to their roots. The brand also believes that by looking back to the culture of the past, they may innovate for the future.
With the brand beliefs in mind, we worked with two iconic creatives to create localised interpretations of the brand from a Malaysian viewpoint, paying tribute to the local culture and heritage.
THE CREATIVE
“The Collection” by Jun Ong & Jaemy Choong
A creative collaboration between adidas Originals and Malaysian creatives to bring the brand vision to life, focusing on the theme of “The Past Shapes The Future”.
DELIVERY
From brainstorming ideas, conceptualisation to final production , we worked hand in hand with both artists and the adidas team from around the world. After months of back and forth, everyone involved was beyond stoked on the final outcome of the “The Collection”.
“Electric Wau” by Jun Ong
Light artist, Jun Ong (@junihaoni) reimagines one of Malaysia’s national symbols, wau bulan onto the adidas Trefoil logo, erected elegantly at the storefront and as the window display centrepiece, enabling the customers to pay homage to the national identity prior to entering the outlet.
“When you gaze at the adidas Trefoil logo from far, it is as though the traditional wau bulan is flying high in the sky. Taking inspiration from adidas’ rich archives, the colourful lighting within the logo represents the shoe laces, truly interpreting adidas as a brand that is always evolving and reinventing itself.”
Jaemy Choong’s Signature Traditional-Meets-Modern Concept
Drawing inspiration from Malaysia’s traditional Batik craft, graphic designer - Jaemy (@jaemyc) incorporates the exquisite floral elements to design the wau bulan and embeds it onto the store’s cash desk and floor rugs. The synergy between adidas and the artists’ creativity elevates the store interior distinctly and aesthetically, offering a space for intimate interaction with customers and creators alike.
“You will notice local traditional art influence twirling with the adidas fashion; you can feel the authentic Malaysian style within the art; you may also spot the brush calligraphy that may or may not look like a familiar word, that’s the thrilling part of my artwork.”
“adidas Kuala Lumpur”
To celebrate the new flagship store opening, the novel wau bulan inspired Batik art design was incorporated on the adidas shopping bags, exclusively available at adidas Originals flagship store in Pavilion KL.
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