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6 декабря 2017 г. 08:46

Adidas opened a pop-up store

Adidas opened a pop-up store

Last winter, the sportswear giant Adidas adidas nmd herren opened a pop-up store inside a Berlin shopping mall. The boutique was part of a corporate experiment called Storefactory—a name as flatly self-­explanatory as it is consistent with the convention of German compound nouns. It offered a single product: machine-­knit merino wool sweaters, made to order on the spot. Customers stepped up for body scans inside the showroom and then worked with an employee to design their own bespoke pullovers. The sweaters, which cost the equivalent of about $250 apiece, then materialized behind a glass wall in a matter of hours.

The miniature factory behind the glass, which consisted mainly of three industrial knitting machines spitting forth sweaters like dot-matrix printouts, could reportedly produce only 10 garments a day. But the point of the experiment wasn’t to rack up sales adidas nmd r1 numbers. It was to gauge customer enthusiasm for a set of concepts that the company has lately become invested in: digital design; localized, automated manufacturing; and personalized products.

While sneaker-related violence is nothing new and won’t come as a surprise to anyone, these flashpoints felt particularly ironic given the entire “Human Race” concept behind Pharrell’s NMD adidas nmd r2 is to promote peace and togetherness. In New York City, the release was suspended after skirmishes broke out among the crowd after a section of people allegedly tried to form an alternative line.

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