SLVR is an adidas Fashion Group label, which designs high-quality, sports-inspired fashion for lifestyle-oriented customers. Our commission was to design a new shop concept for SLVR. The first flagship store in the Soho district of New York realises this concept and serves as a reference object for the international roll-out.
The elongated room comprises of faceted planes and angles. Zigzagging walls converge and diverge again to expand the space, thus formulating a highly dynamic layout. The wall areas are covered with different materials, which in the case of the grey tartan surface in particular, refer to the world of sport. Some of the materials continue to flow over the wall and floor, giving additional rhythm to the space. A specially coated, silver, fishbone parquet floor reflects the daylight, drawing it right back into the rear of the space. Wall-to-ceiling mirrors, two-way mirrors and panes of UV and clear glass further underscore this effect. Passing through the store thus gives you an atmospheric interplay of reflective and transparent surfaces, which is further intensified by the contrasting light-dark and matt-gloss surfaces. The products are displayed in graphically executed, formally minimalist wall elements, which develop on different planes of height. The shoes sit on reflective brackets set in a transparent glass wall upon which they are grouped in a floating swarm.
The SLVR brand is displayed in a visually spectacular manner. The oversize letters making up the logo in the store window are delicately faceted and high-gloss chrome-plated to reflect every movement on the street outside. An illuminated SLVR logo is mounted on the cut-out rear wall behind the cask desk. Petrol-coloured, metal fins set at an angle to the wall are printed with the adidas logo in such a way that it overlaps with the SLVR logo, depending on the direction of viewing.