adidas SA opens ‘biophilic’ concept store at V&A Waterfront

adidas South Africa is opening its most sustainable retail space at the V&A Waterfront in Cape Town today, the 29th of October. Taking inspiration from nature, the 478m2 concept store is centred around a biophilic design, aimed at bringing the outdoors inside.

The store’s concept sees natural elements incorporated into the building design featuring live plants, reclaimed wood, and many different types of recycled materials.

The new store boasts a 4.5m2 living plant wall made up of a variety of plant species known for their humidifying and filtration properties and for promoting a sense of wellbeing; a cash desk made from reclaimed wood (taken from crates used to transport retail fixtures and mannequins); poly twill fabric banners featured in-store that are made from recycled plastic bottles; shelving manufactured by Smile Plastics and made from plastic waste; Xanita engineered fibreboard made from recycled materials, used for décor and in-store displays with a Teraazo floor made from cement with the addition of marble chips, rock, and glass which makes it both a durable and eco-friendly option.

LEED certification

LEED (Leadership in Energy and Environmental Design) is the most widely used green building rating system in the world. It provides a framework for healthy, highly efficient green buildings.

The adidas concept store at the V&A Waterfront is currently undergoing the LEED certification in accordance with the USGBC’s LEED rating system, which among other criteria, takes water and energy efficiency, waste management, and indoor environmental quality into account.

In keeping with the stringent LEED requirements, some of the measures implemented by the adidas SA team include monitoring the air quality and energy consumption in real time; being able to collect, sort and record waste on-site; and installing a reverse osmosis water purification system.

Kate Woods, Senior Brand Director at adidas South Africa said that “green buildings are more than just construction and energy efficiency – they are about helping the communities and cities they serve to thrive safely, healthily, and sustainably”.

Product offering

Shoppers can expect to find a wide range of adidas products, many of which are made in part with recycled materials. Globally, adidas has made a commitment that by 2025, 9 out of 10 adidas products will feature sustainable technology, material, design, or manufacturing methods.

The store also offers a best-in-class showcasing of adidas Running, Training, Football, Outdoor, and Originals products, an exclusive offering of Y-3 footwear and apparel, and Collections by Stella McCartney and Karlie Kloss. To celebrate the opening of the store, there will also be limited edition t-shirts celebrating all that is beautiful about Cape Town.

Creative collaborations

When it comes to the store aesthetics, there will be a ‘Footwear Reimagined’ display, created by six South African artists, each working with a pair of iconic adidas shoes and materials specific to their craft to showcase how they imagine footwear could look in the future.

Digital innovation

Another aspect of operating more sustainably is moving away from printed in-store graphics to a more digital display. This store is a continuation of the immersive digital experience launched in the adidas Flagship Store (Sandton City) in July 2021.

Shoppers will find a technology-led store with digital touchpoints throughout the store to create a range of consumer-first experiences for the South African market. An example is the Radio Frequency Identification (RFID) mirror in the changing rooms, which automatically detects product information to provide shoppers with different colour and style options.

Sense of community

The concept store at the V&A Waterfront will be the new home of adidas Runners Cape Town, with secure lockers available in-store to store personal belongings while out on a run. Another community-orientated feature are the spacious changing rooms, which are big enough to accommodate those shopping with children or wanting a private bra measurement service. If shoppers are short on time, they can make use of the adidas ‘click and collect’ concierge service by purchasing online ahead of time.

The adidas V&A Waterfront Store in Cape Town opens to the public at 09:00am on Friday, the 29th of October 2021, and it is located at Shop 213 and 214 on the upper level of the V&A Waterfront, Cape Town.