adidas Originals unveils a new concept shop inspired by the Los Angeles streetwear scene at the Melrose Avenue location of sneaker retailer Shoe Palace. In celebration of the new in-store concept shop, adidas Originals partners with Shoe Palace to host a YEEZY BOOST 350 V2 launch event on Sept. 24. The location echoes a new retail strategy for the brand, tapping into local artists and furnishings to capture the raw energy of the city creating a cultural epicenter for the streetwear enthusiast. The adidas Originals in-store concept shop at Shoe Palace features SoCal inspired artwork, furniture and installations reminiscent of famed Los Angeles neighborhoods and landmarks.
The YEEZY BOOST 350 V2 kick-off event will feature a live music set by DJ Phyz Ed and small bites from local food truck favorite Yeastie Boys. Customers will have an opportunity to participate in a live raffle beginning at 7:00a.m. PSTfor the opportunity to purchase the YEEZY BOOST 350 V2 onsite or a restock of high-coveted styles from the NMD, Stan Smith and Superstar franchises.
Honing in on the concept of ‘Material as a Metaphor’, the design aesthetic of the in-store concept shop uses custom installations featuring materials, textures and design elements connected to art, sport, fashion and culture – the DNA of the adidas Originals brand. The adidas Originals in-store concept at Shoe Palace on Melrose Avenue is the first of many branded in-store shops that will activate over the next 12 months.
The adidas Originals neighborhood concept store in Shoe Palace officially unveils on Saturday, Sept. 24. The Shoe Palace -Melrose location is located at 7727 Melrose Ave, Los Angeles, CA 90046. The store hours are from 9:00a.m. – 8:00p.m. PST.
