adidas Opens a Bespoke Originals Store on Rome’s Via del Babuino

Images shared by Daniel Varga on LinkedIn. In his announcement of the opening, Daniel Varga, adidas’s Senior Visual Merchandising Manager Central Europe, described a V2 concept shaped by bespoke design and local elements, and credited Anita Fontana’s contribution to the store design.

The courtyard makes that local identity explicit: oversized adidas Originals Roma branding sits above a raised street-map motif and metal seating. Inside, reflective arches connect the display areas, while footwear is arranged on metal shelving and mirrored plinths.

Y-3 apparel and accessories and Willy Chavarria campaign displays give the fashion partnerships a visible place alongside the sneaker offer.

The city-specific approach connects with RETAILBOSS’s coverage of the adidas Originals Heritage Store in Hoi An, where the building’s yellow walls, tiled roof and local architectural details shape the shopping environment…