Adidas opened its first SLVR store in New York on Tuesday night with a celebratory cocktail reception for over 800 international guests. The store, located in Soho, covers an impressive 250 square meters and its streamlined design represents the iconic sportswear brand’s values- simplicity, transparency and functionality- and celebrates the SLVR range, a collection of pure fashion pieces that sits between the Y-3 and Adidas Originals ranges. Clean and modern, featuring a largely white backdrop with silver accents, the connection between the store space and the product contained within it is organic, as one defines and enhances the other.

The store launch was accompanied by a short film shot by renowned photographer Mark Segal, and directed by Pietsch Lim.  Featuring a cool black and white aesthetic and sound track by Say Hi To Your Mum, the film carries the brand’s creed of ‘Simply Perfect’, propagating the minimalist ideals of Adidas SLVR. The film blends seamlessly into the store and product range to create a creative, markedly Adidas SLVR, amalgamated triumvirate, and can be viewed below.

Following the opening of the flagship Adidas SLVR store in New York will be store openings in Paris, Miami, Bangkok and Los Angeles, in conjunction with an e-commerce site catering to Europe and the US.