Adidas have tweaked the retail strategy for their street fashion-inspired Adidas Originals line and conceptualized a separate league of flagship stores that actively reflect and engage with the street culture of their respective location. The first one to open is in Berlin where the existing store in the Mitte neighbourhood has been entirely revamped. The store has been stripped bare to reveal its concrete shell. Furnished with specially designed displays crafted from steel and wood in demure hues, the retail space has a clean and streamlined look that allows the merchandise to pop.