Once an industrial pocket of east Seoul, Seongsu has transformed into the city’s most talked-about neighborhood — a magnet for premium brands, design studios, and boundary-pushing retail. Now, Adidas Originals has entered the scene with a striking flagship store that doesn’t just sell sneakers — it tells a story of place, style, and culture.
Located at 32 Yeonmujang-gil, the three-story space is housed in a red-brick building with a Brutalist edge, designed to reflect Seongsu’s gritty-yet-elevated architectural DNA. Inside, raw materials like steel, concrete, and glass take center stage, punctuated by an atrium that floods the store with natural light. It’s a collaborative vision between Adidas’ in-house team and London design firm Checkland Kindleysides — and the result is anything but generic.
Each floor delivers a different slice of the Originals experience. The ground-level Launch Zone showcases apparel in a mirror-lined space that blurs the lines between inside and out. Upstairs, sneakers take the spotlight, elegantly displayed on sculptural shelving with custom seating designed by local studio Atelier KHJ. Around the corner, the Statement Zone and City Shop highlight store-exclusive pieces, including limited-edition graphics and hard-to-find styles.
But what truly sets this flagship apart is the top floor: Made for You, a customization lab where visitors can personalize their gear and turn standard pieces into wearable expressions of self. It’s more than shopping — it’s participation.
In keeping with the store’s deep respect for Seoul street culture, Adidas has also built in room for community — literally. The store’s patio and rooftop will host rotating events, installations, and collaborations. For the grand opening, local artists Kim Ji-soon and Oh Jae-hoon contributed works that blend upcycling, music, and sculpture — including moon jar-inspired forms and industrially poetic light pieces.
In Seongsu, authenticity matters — and this flagship doesn’t miss a beat. It’s a powerful move by Adidas, grounding global brand energy in one of Seoul’s most dynamic local scenes.
Address:
Adidas Originals
32 Yeonmujang-gil (Seongsu)
04781 Seoul, South Korea
Tel: +82 2 463 7248
Open daily: 11:00 AM – 10:00 PM
