Retail Design
The adidas SL 72 is a lightweight, retro running sneaker first introduced in 1972, known for its sleek silhouette and nylon-suede upper. We were tasked with creating a retail display that honored the SL72’s heritage while resonating with a new generation, nviting them to make the silhouette their own. Drawing inspiration from the global toolkit, we reimagined it with a fresh, modern twist.
While the global retail toolkit served as our north star, we infused design cues from the ’70s, subtle nods to the vintage era that reflected the sneaker’s cross-cultural evolution. Our challenge consisted of designing a hero concept for the flagship store in Dubai Mall and adapt it across six other stores, each with its own spatial and display configurations.
The conveyor belt concept became our central display point with SL72 logo taking focus. Monochromatic green acrylic backdrops with multiple layers allowed us to play with volume. LED lighting played a key role in creating ambience. Dynamic, looped video content also became a key part of the retail experience, amplifying our shapes and colors, acting as an extension of the space.
For the flagship store, we integrated a custom rotating turntable showcasing sneakers to evoke a sense of movement—further amplifying the conveyor belt concept at the heart of the design.
3D designs and renders were developed for each assigned store location, enabling precise adaptation and configuration of all display elements.
Wall branding played a key role in shaping the experience. Imagery sourced from the global toolkit was carefully curated and reworked to evoke a timeless atmosphere, while subtly referencing the ’70s and the sneaker’s heritage.
Custom structures we ideated and designed ranged from hero displays and sneaker walls to try-on zones, focused display units, and store-in-store (SIS) configurations.
The customer experience was further elevated through custom-designed GWP patches, adding a personalized and collectible touch to the launch.
The retail experience captured the spirit of the SL72, engaging both heritage and modern audiences. Its dynamic design sparked memorable social content moments, amplifying the sneaker’s cultural impact beyond the store.
Credits
Client: Adidas UAE
Agency: MCH Global
Creative and Design Lead: Sachi Ediriweera
Account Director: Amiel Baluch
Production Manager: Vimal Vinod
Graphic Designer: Armando Bioc
Content Manager: Ansu Thomas
