ADIDAS | A GLOBAL STORE CONCEPT, LOCALISED FOR DA NANG VIETNAM

THE CHALLENGE

SPARK Creative recently worked closely with adidas to localise its ‘Brand Beacon’ store in Da Nang, translating elements of the city and surrounding region into a series of custom spatial features to overlay onto and around the adidas global retail design and to provide the store with a unique sense of place within the local community.

OUR APPROACH

Our work focused on selected customer-facing areas throughout the store. References to Cham architecture, coastal fishing culture, traditional sedge-mat weaving, Da Nang’s beaches and the iconic Da Nang Dragon Bridge were reinterpreted through materials, graphics, furniture and architectural details. We also developed a custom DANANG typography and bespoke pattern to visually connect these elements seamlessly throughout the store.

Cash DESK

The cash-desk backdrop uses a terracotta red brick treatment with the DANANG lettering formed and floated above its surface on a soft light wash beneath. The concept references the fired-brick construction and carved decoration of the region’s historic Cham architecture.

ADIDAS ORIGINALS FOOTWEAR

The adidas Originals area creates a colourful focal point using forms and materials drawn from Da Nang’s coastal culture. Round basket boats become customers’ seating, while sedge-mat flooring incorporates the adidas identity into a custom woven pattern.  A neon DANANG graphic sits behind the footwear display, and a reflective chrome ceiling treatment captures changing light, movement and colour. Basket boats remain closely associated with the fishing culture around Da Nang and neighbouring Hoi An, while sedge-mat weaving remains a widespread tradition in the villages across the region.

CHANGING ROOMS

The changing-room feature deconstructs of the vibrant yellow silhouette of Da Nang’s Dragon Bridge—an iconic mark referencing a dragon soaring toward the East Sea.

PERFORMANCE FOOTWEAR

A running track wraps around the central seating area, using rubberised track material to visually anchor the display to movement and athletic performance.

FACADE

A sandstone-effect façade incorporates a customised DANANG graphic as a carved relief, referencing the sandstone bas-reliefs and architectural detailing associated with the Cham heritage.

INTERIOR PELMET

The carved-relief language continues along the interior pelmet, carrying the façade concept throughout the store, giving the location its own visual identity.

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