adidas Originals sets out plans for London flagship opening

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adidas Originals today unveiled some of the celebrations it has planned for the opening of its flagship London store in August.

The brand has created a limited-edition version of its ZX Flux trainers, printed with a satellite image of the streets of London. Only 150 pairs will be available to buy when the doors open to the Foubert Place flagship at 10am on Saturday 16th August.

Not only that but it is putting together a special ‘Neighbourhood London’ newspaper in collaboration with the capital’s finest stylists, photographers, graphic designers, poets and artists, some of whom have been commissioned to transform the store itself.

One window will feature an installation by Rosanna Webster inspired by London’s multitude of green spaces, while anonymous street artist Malarko will be taking over the other window, painting it with graphics designed to contrast with the cloudy grey skies above the Big Smoke.

Neighbourhood London photographer Charlotte Rutherford will be shooting portraits of the guests at the flagship opening, and using them to create digital covers of the newspaper.

Music at the event will be provided by the F A M DJ collective, who will be playing tracks by the capital’s best up-and-coming artists, and street food will be served up by Hackney institution Rita’s, celebrating the city’s thriving food culture.

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