Stella McCartney has opened her first standalone Adidas by Stella McCartney store in London’s Brompton Cross.
Unveiled over the weekend, the store follows on from her recent designs of the Great Britain Olympic and Paralympic costumes of which there will be replica editions in the shop.
The Adidas kit will be put through the ringer in the various sporting disciplines throughout July and August, and consumers are bound to be thrilled at the opportunity to emulate their Olympic heroes. Elsewhere in the store, women will be able to purchase items from her active-wear line, the Stella Gold collection and pieces from the Team GB Olympic lifestyle collections.
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The location of the new store fits in alongside McCartney’s mainline and children’s-wear store in Brompton Cross, and she has voiced her excitement over the affiliation between her and the infamous global brand.
''This store is a real celebration of what we have been building for the last eight years together with Adidas and hopefully it is going to be the home for women to go to and find everything they need for their sports - and at the same time not having in any way to sacrifice their style. It's very much part of the world of the Stella McCartney store that we have opened in Brompton Cross, and it's really the icing on the cake, as far as it is expressing the different facets of the brand.''
The stores stands at 800 square feet over two floors, and was created by McCartney herself alongside architects from APA. It is thought that the store will be the first of many worldwide, as her partnership with Adidas takes off in earnest.
Adidas UK Marketing Director, Nick Craggs has also spoken of his delight at the store’s opening:
''The vision was to create a great and unique store concept that positions the Adidas by Stella McCartney label as a premium sports collection. This store will enforce our connection to deliver great products for women in the one and only store dedicated to only selling Adidas by Stella McCartney collections. This store will also launch our next generation of store design for presenting the Adidas by Stella McCartney label worldwide.''