Products become precious as Sid Lee puts Adidas x Concepts in an underground vault

Boston, Mass. – Streetwear retailer Concepts, known for its sought-after collaborations with brands from New Balance and Nike to Clarks, Dr. Martens, and Birkenstock, has taken the next step in a long-term partnership with global sportswear brand Adidas.

With previous limited-edition Adidas x Concepts sneaker and merchandise releases seeing fans queue for days, the retailer and brand have teamed up to launch Sanctuary, a co-curated boutique conceived and designed by Sid Lee and the Sid Lee Architecture team.

Tucked under one of Boston’s oldest commercial streets, the 110-sq-m store combines industrial elements with polished details in a vault-like space that reflects the city’s own contrasts. Literally underground, the store appeals to the edgy urbanites that pride themselves on being at the forefront of street culture.

On their way in, visitors are met with a set of patterned metal doors, exclusively designed by Sid Lee to celebrate the interlocking of the two brands. Concrete and exposed brick surfaces, illuminated by neon lights from behind mirrors, and coloured glass elements emphasize the cool factor. 

A series of glass arches divide the space and create display niches.

Aiming to create a unique retail experience for die-hard fans, the architects installed invisible metal fasteners on the interior walls on which sneakers appear to float. Interactive mirror boxes by Canadian artist Jordan Söderberg Mills distort perception and add another dimension to the products on display. Sanctuary is more than a store, say the architects, ‘it’s a place of worship where fans can gather, revere the collection, and gear up with some of the most limited drops, iconic kicks, and merchandise’. 

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