Following the opening of its first Brand Centre in Sunway Pyramid in 2019, adidas Malaysia has inaugurated its second Brand Centre located at Level 5 in Pavilion KL, via a virtual launch event on 1st December.
Spanning a retail space of 1,320 square meters, the new adidas Brand Centre Pavilion KL is the brand’s retail hub for its wide array of pinnacle products, fitted to elevate consumers’ shopping experience complemented with digital innovation and on-the-spot customisation. What make this new Brand Centre more unique is that it introduces the brand’s first in-store customisation space in Southeast Asia – MakerLab.
MakerLab is the brand’s focal point for in-store customisation where limitless creativity is brought to life through the exchange of ideas and local artist collaborations. The highly-anticipated MakerLab is bound to elevate consumers’ shopping experience where personalisation service for adidas apparel and accessories is offered. A wide selection of iconic, classic patch and pin designs from adidas, as well as local-inspired patch creatives are available for on-the-spot customisation via Direct-To-Garment and Heat Press printing methods. Adding a touch of localisation to the store concept, elements of traditional Malaysian wicker decoration, rattan is spotted within the interior of the MakerLab space.
In line with the adidas’ endeavor and commitment in sustainability, the new flagship has dedicated a section within the shop floor to reflect the brand’s efforts. Utilising 7,140 meters of white based with teal painted recycled yarn, a majestic artistic installation is configured to overlap a semi-transparent LED screen facing the Brand Centre entrance. Shoppers visiting the Brand Center Pavilion KL will be greeted by a full-length 6,000mm x 3,500mm LED screen addressing global ocean pollution. After which consumers can explore the widest range of sustainable products which comprises Parley Ocean Plastic®, created from upcycled marine plastic waste to replace virgin plastic in all adidas high-performance sportswear. The new adidas Brand Centre reinforces the brand’s sustainability commitment to eliminate the use of virgin polyester in all adidas products from year 2024 onwards.
The new Brand Center presents the most comprehensive adidas product innovations with a strong emphasis on consumer experience and brand immersion through digitalisation. Shoppers can expect the following experience when visiting the Brand Center Pavilion KL:
- The Brand Center offers an assortment of adidas sports performance and sports style products, including running, training, football and athleisure catering to kids and adults, all under one roof.
- Inspired by the stadium style, the new Brand Center is equipped with large LED screens along its extensive footwear display wall, showing the latest campaign videos featuring local creators and athletes donning the brand’s best innovations.
- The Football ID is complete with adidas iconic boots, official match balls, full federation and club jersey line up with both player and fan edition, replicating a sports stadium experience with digital assets and elements that convey the raw emotion and unifying effect of football to the consumers.
- “The Collection”– an adidas Originals store-in-store retail concept inspired by the adidas archives. The adidas Brand Center utilises curated Pylons with glass cases to display the iconic adidas silhouettes, and will be changed up intermittently to showcase more archive products from the past.
In conjunction with the new store opening, adidas brings the energy of sport to Pavilion KL with an ensemble of ‘Athletes on the Move’ – a line-up of mannequins suspended in the air along with adidas innovation BOOST, dashing towards the fifth level of the mall where the new adidas Brand Center is situated. Merging digital innovation to enhance the consumer experience, visitors who are walking along the Pavilion KL ‘Connection Area’ at Level 3 are invited to scan a QR code to activate an Augmented Reality journey to celebrate the new adidas Brand Center opening.
Shoppers who experienced the Augmented Reality journey from 3rd December onwards will stand a chance to customise a limited adidas tote bag with a series of accessories patches online, as well as personalise their initials on the tote bag, while stocks last. An order confirmation email will be sent to the consumer upon successful customisation of the tote bag. Consumers can redeem their orders for free by presenting the confirmation email at MakerLab, adidas Brand Center Pavilion KL from 3rd December onwards, while stocks last.
adidas Brand Center Pavilion KL is located at Level 5, Lot No. C5.01.00. For more information, visit www.adidas.com.my or follow adidas Facebook page at facebook.com/adidasMY and Instagram at @adidasMY.
Read also: adidas to Unveil Its Largest Originals Storefront in Pavilion Kuala Lumpur
