On
Friday, 10 April 2015, The Swag Craze team attended the official opening of
AREA3 in Braamfontein, Johannesburg. AREA3 is the home of adidas Style, and is
an innovative and multi-purpose space that showcases the decades of heritage
the brand brings into the now.
The
evolution of AREA3 sees it moving from an activation space in Maboneng to a
standalone retail concept store in Braamfontein. The store will be divided into
a retail space focussing on current exclusive product, as well as a virtual hub
where media, bloggers and influencers will have the opportunity to engage with
future ranges first hand.
“The
progression happened organically as our footprint has grown in Johannesburg,
and we wanted to continue investing in the lifestyle and street culture space
while still collaborating with creative people in Jozi,” says Stuart Davies, category
merchandise manager for adidas Originals South Africa. AREA3 launches withPharrell Williams’ Supercolor range as the first product drop focus. adidas
Originals collaborated with renowned South African origami artist, Ross Symons,
to create a highly impactful window execution that brings to life the explosion
of colour inspired by the Supercolor range.
As a
world class retail environment in the heart of downtown Johannesburg, the
product range at AREA3 will include a mix of statement pieces as well as
staples that are essential in every closet. The main footwear wall, inspired by
the architecture in and around Braamfontein, will feature iconic styles from
adidas Originals archives, as well as the latest offerings from global
collaborators and designers.
“It’ll
be the spot for both consumers and media to engage with Originals product as
well as the brand in general, while we continue our conversation with the young
creative people in Braamfontein and Johannesburg as a whole,” continues Davies.
“AREA3 will be our platform to communicate, collaborate, inspire and be part of
the creative revolution that’s taking place in Johannesburg right now. It’s the
continuation of a conversation we started with this energetic city a few years
ago, and it an important stage for our brand going forward.”
Over the
course of the coming year, adidas Originals will use the AREA3 space to
release, feature and retail the very best of the brand’s offering, with new
product launches planned for each month.
Visit
AREA3 at 155 Smit Street (Cnr. Smit & De Beer) between 10:00 and 17:00,
Tuesdays to Saturdays.
Also,
connect with them on Twitter and Instagram, using the #adidasOriginals and
#AREA3 hashtags.
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