today and tomorrow

Today I finally had the time to visit the new adidas concept store No.74 in Berlin. Its name is quite self explanatory … its location is in the Torstrasse 74. At the moment they only have the adidas Y-3 spring summer collection, in May and June they will have selection of adidas Originals. From July on, they will have a wider product range with limited editions and special items related to Berlin. You may also expect a China like market shop interior in the coming months, hence the olympics. Definitely a new spot on my Berlin tour.

Every single season, adidas Y-3, adidas’ coopertation with Yohji Yamamoto, releases a new website. This seasons one has this digital error atmosphere, the sound and the visual effects are a prefect match. The navigation isn’t anything for people who are in a hurry, but the love for details makes up for it. I really liked the FW 2006 website and some even older ones. They actually should put up an archive!
Let’s see what Fall Winter 2008 2009 brings.

EDIT:
Of course there is an archive. Neue Digitale, the agency responsible for all those websites, has them archived:
adidas Y-3 2003
adidas Y-3 FW 2004
adidas Y-3 SS 2005
adidas Y-3 FW 2005
adidas Y-3 SS 2006
adidas Y-3 FW 2006
adidas Y-3 SS 2007
adidas Y-3 FW 2007

So 2008 is an olympic year, which means that all sports brands will start special advertising campaigns. Here is the first one by adidas: Original Games. This spot shows all kinds of sports taken to the street, definitely not a new idea, but 180 Amsterdam did a great job.

180 Amsterdam made this animation for adidas, it’s all about Adi Dassler and his achievements. The details and the technique are amazing, you have to watch the ‘Behind the Scenes’ video too! You can find the micro website here.

adidas finally released some pictures of its upcoming collaboration with Diesel, which I found out about a month ago. They rebranded some Diesel denim models with some nice adidas details. They should arrive at your local adidas Originals store in some weeks.

Here are some details of some of the boys models. More pictures here.

And of course some details of the girls models. More pictures here.

And as a bonus, some more picture of the campaign here.

‘83 original ways to successfully waste your time’ is the claim for the upcoming advertising campaign for Originals Denim by Diesel. Indeed adidas Originals & Diesel are teaming up for a denim line for next Spring/Summer. It’s quite amazing that such 2 huge brands get together.

Mirror Mirror is the title of the adidas spring summer 2008 lookbook. The still life compositions where shot by Maurice Scheltens. A simple but very nice visual concept!

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Adidas is going to release a Stan Smith City Series, one of them is Brussels! It has the Atomium on it! Let’s hope that my local dealer next doors, the adidas originals store, is going to carry them too!

François Curlet made these 3 Djellabas; a Nike one, an adidas one and a Fila one.

This is the FAC51-Y3, it’s not just an other adidas Y-3 sneaker, this one has real story behind it. Adidas Y-3 is opening a store in Manchester and to celebrate that event they teamed up with The Haçienda, Manchester’s most legendary club which is having its 25th anniversary. The FAC51-Y3 is not really my kind of sneaker, Y-3 has better ones, but I think the design fits the club. The name is just like a record catalog number, FAC51 stands for a record release on Factory Records and Y3 … that’s self-explanatory. The sneaker was a collaboration between Peter Saville, once graphic designer for Factory Records, Ben Kelly, the architect responsible for the interiors of the now legendary club, and Peter Hook, bass player of Joy Division / New Order. The whole package looks amazing, the shoe box resembles the shape of the club’s dancefloor. Of course this is a strictly limited release, only 250 pairs will be available. You’ll have to cough up €500 if you want to lay your hands on these.
I have praised the Y-3 website before, the 360° feature is so well executed! It’s so much fun browsing that I’ve just found a new must have, that Hodded blouson.