上海安福路与武康路交汇处，老建筑与青年流行文化并置，成为沪上独具特色的标杆街区，上海首家adidas阿迪达斯三叶草全球旗舰店便选址于此。门店原址为上海知名老影院永乐宫，承载着独有的上海文化记忆，其保留的原始建筑结构与街区的海派文化形成独特语境。旗舰店不仅要传达品牌的潮流性与符号性，还应具备对在地文化的感知力，为这条富有丰富文化底蕴的街区注入新活力。
At the intersection of Anfu and Wukang Roads, where historic architecture meets contemporary youth culture, a new landmark emerges in one of Shanghai’s most iconic historic neighborhoods. Set within the former Yongle Cinema, a site rich with local memory, the city’s first adidas Originals global flagship store has recently made its debut. Preserving the building’s original structure, the design pays tributes to the unique Haipai culture that defines the area. The flagship articulates the distinctive identity of adidas Originals—a lifestyle brand built for sport, shaped for and adopted by culture, and also embraces the local context with cultural sensibility, breathing new energy into a neighborhood steeped in history.
PART 1/ 经典向前，老地方的新故事
Classic Forward: A New Story in a Historic Setting
将adidas历久弥新的Originals品牌叙事嵌入老影院的建筑结构之中，设计团队TOMO東木筑造以先锋姿态激活文化DNA，构建一个融合在地文化、与街区共生的沉浸式零售场景。设计提取上海历史建筑的几何线条、老洋房压花玻璃门窗、百叶窗等在地化元素，融合品牌经典元素与海派文化。
TOMO DESIGN weaves adidas Originals’ timeless narrative into the architectural shell of the former Yongle Cinema, activating the site’s latent cultural DNA through a bold, avant-garde lens. The design conceives an immersive retail environment that echos local culture and engages with the neighborhood. Design motifs drawing from Shanghai’s historical architecture, from geometric lines to embossed glass windows and louvred shutters, merge seamlessly with the brand’s signature elements and the city’s distinctive Haipai culture.
概念生成图
Conceptual Diagram
以简约、创新、视角、标志四个维度打造品牌体验空间，构建一个可感知、可探索、可互动的多重动线系统。基于探索、互动和体验的动线逻辑，将店铺构建为一个具社交属性的沉浸式空间，引导消费者在交互与游逛之间，完成品牌内容的主动感知，进而生成个性化的消费路径。
The brand space unfolds across four dimensions—simplicity, innovation, perspective, and iconicity, creating a multi-layered circulation system that invites perception, exploration, and interaction. Rooted in a logic of exploration and engagement, the store transforms into a socially interactive, immersive environment, guiding visitors through a rich brand narrative while enabling a unique, personalized journey of consumption.
PART 2 / 立面：梧桐树影下的三道杠
Facade: Three Stripes Beneath the Plane Tree Shadows
外立面的更新策略保留了原建筑的主体结构与历史痕迹，转化为品牌叙事的载体。TOMO通过限定材料语言与控制构造尺度，在保留与重构之间寻求平衡。
The facade renovation strategy preserves the original structure and its historical imprints, reinterpreting it as a vessel for brand storytelling. Through a restrained material palette and precise proportions, the design strikes a balance between preservation and reinvention.
设计巧妙地采用品牌经典蓝的贴膜玻璃与乱纹不锈钢窗框，在立面界定了三个竖形窗框，隐喻经典三条纹。一侧嵌入发光三叶草品牌标识，品牌符号在原始界面上形成当代化的视觉演绎，设计以品牌的潮流基因，延续老建筑的故事。
Three vertical windows, framed in patterned stainless steel and accented with blue film, subtly reference the iconic palette and three cut-out stripes of the adidas Originals logo. A glowing Trefoil logo embedded onto one side of the facade introduces a contemporary gesture to the historic shell, continuing the old building’s story with the pulse of the brand’s fashion identity.
三个不同的橱窗展示产品，上演着一幕幕三叶草的故事。右侧橱窗标志性的巨型“贝壳头”装置，点亮街区的界面，为消费者提供了全新的互动体验，回应当下潮人的打卡文化。装置采用的金属材质，与街区老建筑的立面肌理行成一组有趣的对照，将潮流基因融入历史街区，展现品牌与在地文化的深度对话。
Three distinct windows showcase curated product displays, unfolding the evolving brand stories. Anchoring the right corner, a monumental “Shell Toe” installation activates the streetscape, inviting passersby into a fresh, interactive experience—a response to the pose-and-post culture of today’s fashion-forward youth. This metallic installation contrasts playfully with the facade textures of surrounding old buildings, bringing urban sport culture to the historic neighborhood, and deepening a dialogue between the brand and local culture.
零售空间将adidas符号体系与沪上文化进行转译，品牌经典元素在门店的细节在入口处便细致铺设。通过品牌语言在地化、年轻化，让品牌符号成为连接商业空间与城市脉络的视觉媒介。消费者感受到的不仅是品牌的潮流态度，更是adidas与上海这座城市、与 Z 世代消费群体的深度共鸣。
The retail space reinterprets adidas Originals’ brand codes through the cultural lens of Shanghai, weaving signature brand elements into the spatial journey from the moment of entry. Through a localized and youth-centric design language, the brand symbols become a bridge between the retail experience and the city’s pulse. What consumers encounter is more than a fashion statement—it’s a deep resonance among adidas Originals, the city of Shanghai, and Generation Z.
PART 3 / 一层漫游指南：老建筑里的潮流互动游戏
Ground Floor: A Fashion Playground in an Old Building
开敞的布局及粗粝的老肌理与精致的新材料交织营造对立又和谐的复古工业风视觉，贴近Originals的品牌调性。中岛展示台以品牌经典元素三叶草为原型嵌入空间核心，金属框架，将产品置于视觉焦点。产品与空间不再是被动的展示与承载关系，而是通过开放式架构与交互装置的穿插，提高空间的互动性与灵活性。
An open layout fuses rugged historical textures with refined modern materials, creating a retro-industrial aesthetic aligned with the brand identity of adidas Originals. At the heart of the space, a central display fixture takes the form of the iconic Trefoil logo, framed in metal to spotlight signature products. Here, the space moves beyond passive product display—modular frameworks and interactive installations activate the environment, making it dynamic, flexible, and socially engaging.
前场-FRONT ROOM
进入内部一层主空间，前场设置可变化姿态的互动装置机械臂作为空间焦点，构件以老上海历史建筑常用的百叶窗为灵感，或旋转或折叠，在互动中营造出具传播力的沉浸氛围，成为社交媒体上被“打卡”最多的场景。
Stepping into the ground floor space, visitors are greeted by a kinetic centerpiece—an automated arm installation inspired by the louvered shutters of old Shanghai architecture. Capable of rotating and folding, it creates a shareable, immersive atmosphere—quickly becoming one of the store’s most photographed moments on social media.
产品展示区以木饰面、不锈钢层板与模块化插片系统构成，强调统一感的同时保留展陈弹性。
The surrounding display area combines wood finishes, stainless steel shelving, and a modular slot system—balancing visual cohesion with flexible displays.
老建筑的混凝土材质、水磨石地面、复古手摇杆等老上海元素与前卫简约的机械艺术装置、乱纹不锈钢金属背板巧妙结合，在经典元素中注入新意，一如Originals，经典向前。
Old Shanghai textures—concrete finishes, terrazzo flooring, and retro manual levers—are thoughtfully juxtaposed with avant-garde kinetic installations and brushed stainless-steel panels. This interplay injects fresh energy into classic elements, echoing the Originals spirit: inspired by the past, shaped by the future.
MADE FOR YOU体验区标识悬于上空，采用像素化灯光设计，呼应街头文化的数字基因。硬装材质也一并沿用至定制的DIY互动展台的设计上，压制有三叶草logo的复古压花玻璃，朦胧细腻与利落硬朗的金属支架，一柔一刚化为有趣的印照。
Suspended overhead, the MADE FOR YOU signage glows in pixelated lighting—a nod to the digital influence interwoven with today’s street culture. The same material palette extends to the customization station, where retro embossed glass stamped with the Trefoil logo pairs with sleek metal supports, creating a tactile contrast of softness and strength.
后场-BACKROOM
门店后场延续整体硬朗基调，以砂面不锈钢勾勒硬朗轮廓，浅色木饰面展台与防尘毯融入中和金属冷感。前区屏幕背后的设备线缆被特意展露，恰与原建筑结构的粗粝肌理，形成呼应。顶部点状光源与线性灯光结合，聚焦ORIGINALS 标识，营造具品牌辨识度的后场空间。
The back area of the ground floor continues the bold, cool tone, with matte stainless steel outlining sleek spatial contours. Light wood veneers and dust mats soften the metal’s chill, adding warmth and balance. Behind the front display screen, deliberately exposed wiring resonates with the coarse textures of the original building. Overhead, a blend of point and linear lighting draws focus to the ORIGINALS signage, crafting a rear zone infused with strong brand identity.
首层试衣间-GROUND-FLOOR FITTING ROOM
首层试衣间采用镜面与木色饰面材质组合，将工业的冷硬与潮流温度融合，实现空间节奏的转换。导光板营造柔和氛围，定制镜面拓展空间层次，让试衣成为自我探索的潮流仪式。蓝色地毯与品牌主色调形成视觉呼应，赋予精致的试衣体验。
The ground-floor fitting rooms blend mirrored surfaces with wood-toned finishes, merging industrial coolness and fashionable warmth. Light panels create a soft ambiance, while custom mirrors expand visual depth, transforming each fitting moment into a ritual of self-exploration and personal style expression. A blue carpet echoes adidas Originals’ signature palette, enriching the refined and immersive fitting experience.
PART 4 / 二层：Originals的灵感阁楼
Upper Floor: The Originals’ Inspiration Loft
楼梯为原始结构与水磨石、不锈钢的多材质混合表达，踏步暗藏灯带。墙面巨幅海报传达THE ORIGINALS的品牌精神，引导访客动线的同时，实现一层到二层的视觉过渡与场景转换。
The staircase with higgen light strips becomes a multidimensional design statement, uniting the existing structure with terrazzo and stainless steel accents. A wall-sized poster highlights the spirit of adidas Originals, guiding consumer movement and facilitating a seamless visual transition between the two floors.
服装区-CLOTHING SECTION
二层服装区以定制压花玻璃的朦胧质感与简约利落的线条重构零售空间的潮流表达。
灵感来源于老洋房压花玻璃门窗的定制玻璃，压制有三叶草logo图案，被贯穿使用在了店铺中的多个细节。
The clothing display area on the upper floor reimagines fashion expression through custom embossed glass and minimalist geometric lines. Inspired by vintage glass doors and windows from Shanghai’s old villas, the custom glass is subtly imprinted with the Trefoil logo—a motif that appears throughout the store.
木饰面展台形成高低错落感。场域通过几何分区打造不同的体验节点，陈列系统采用不锈钢材构建模块化展架，可根据陈列需求快速重组。
Wood-veneered display platforms introduce a dynamic interplay of elevations, shaping a layered visual rhythm across the space. Geometric zoning defines distinct experiential touchpoints, while a modular stainless steel display system enables swift reconfiguration to meet evolving merchandising needs.
鞋区-SHOE SECTION
鞋区以利落线条复刻街头文化的先锋张力，将品牌的运动基因进行空间转译，构建冷峻的陈列场域。设计以蓝色地毯与深色饰面形成整体视觉序列，局部使用镜面材质形成对称延伸。
The footwear area channels the avant-garde energy of street culture through crisp, dynamic lines, translating adidas Originals’ urban sports culture into a cool and sleek display environment. A visual rhythm emerges from blue carpeting paired with deep-toned finishes, while mirrored surfaces add a sense of symmetry and extension.
试衣间-UPPER FLOOR FITTING ROOM
二层试衣间以未来感重构试衣体验，银色波纹金属墙的冷峻质感与柔性蓝色地毯形成对比。墙面三叶草标识强化品牌精神共鸣，消费者在此完成从“视觉浏览”到“个体试穿”的过渡，形成完整的购物旅程闭环。
The fitting rooms on the upper floor reimagine the try-on experience with a futuristic touch. Rippled silver-metal walls contrast with soft blue carpeting. The Trefoil emblem strengthens the brand resonance, as customers shift from visual browsing to personal try-ons — completing the shopping journey.
PART 5 / 让品牌“说上海话”：全球品牌的本地故事
A Local Narrative for a Global Brand
作为adidas阿迪达斯在中国的全新标杆门店，该旗舰店不只是一个承载产品的零售空间，更是一个激活历史空间、连接城市文化与年轻消费群体的场域。设计在材料选型与质感控制上，秉持当代性与在地性并置的思维，构建出一个多重肌理叠加的界面系统。刻意保留的“旧”与刻意强化的“新”形成张力。这种“时空对话”不仅视觉震撼，更隐喻品牌“尊重传统，突破创新”的精神内核。
This landmark adidas Originals flagship store in China is more than a showcase for products—it’s a cultural hub that activates a historic site and connects urban culture with younger generations.Rooted in a dual embrace of modernity and local identity, the design integrates meticulous material choices and rich sensory textures to craft a layered visual interface. The intentional preservation of the “old” and the bold amplification of the “new” creates a compelling tension—a dialogue across time that not only captivates the eye but also embodies adidas Originals’ spirit of honoring tradition while relentlessly pursuing innovation.
项目信息
项目名称：ADIDAS ORIGINALS安福322旗舰店
项目客户：ADIDAS
项目地点：中国上海
设计机构：東木筑造、TO ACC
主持设计：陈贤栋、肖菲
设计团队：林祖栋、彭思赟、李众逸、罗泽双
配饰设计：田雨鑫、蔡志远
品牌推广：肖菲、邱婥茹、陈漫茵、三霞品牌推广
项目摄影：自由意志摄影工作室
项目摄像：外立方空间影像
Project Information
Project Name: ADIDAS ORIGINALS OFS 311 ANFU RD
Clients: ADIDAS
Location: Shanghai, China
Design Studio: TOMO DESIGN, TO ACC
Chief Designers: Uno Chan, Xiao Fei
Cooperative Design: Linus, Psyun, Sirry, Jason
Decoration Design: Tin, Evan
Brand Promotion: Xiao Fei, Yuu, Tuantuan, Sunshine PR
Photography: Free Will Photography
Videography: Y3 Studio
