Alas, it appears as though Johannesburg and its hot spot, Braamfontein, are at it again. This time, adidas Originals steps up their game by evolving itself from just an activation space into a standalone retail store in Maboneng.
“The progression happened organically as our footprint has grown in Johannesburg, and we wanted to continue investing in the lifestlye and street culture space while still collaborating with creative people,” says Stuart Davies, Category Merchandise Manager for adidas Originals South Africa.
The spot will prove to be much more active and layered, allowing consumers, media and bloggers alike, an opportunity to engage further the with brand and explore more facets to the adidas Originals brand.
AREA3 is situated 155 Smit Street (Cnr Smit & De Deer) and they are open between 10H00-17H00, Tuesdays – Saturdays.