The legendary brand ADIDAS and the Japanese retailer of reference ATMOS regularly work together to offer us attractive collabs (several articles available on this site). In December 2019, the 2 partners decided to open a collaborative store in Tokyo named A.T.A.D, which conveys the street culture of the Japanese capital through the rest of the world. Today, after some work and remodeling, the shop in Harajuku has a new look.
The entire store was designed by SAKUMAESHIMA (the architecture firm co-led by Eikichi Saku and Shotaro Maeshima) with a « RETRO & NEW » theme, with the iconic adidas Originals « ORIGINALS BLUE » exterior as a key element.
A.T.A.D is a collaborative retail space on 3 levels. The shop features a different concept on each floor.
The first level is dedicated to exclusive items and new collaborative sneakers.
For this « Grand Opening », the second floor has been completely redesigned by HITOMI NOMURA, the founder of the accessories brand « 89xiiitokyo » and an artist specialized in turfing, the special technique to create rugs, carpets and furniture coverings. The young woman creates works inspired by foreign cities and combining bright colors. Particularly popular among young people, this brand offers a unique atmosphere of « Otaku » style (the way of dressing and fashion trend based on Japanese anime) on the 2nd floor of A.T.A.D. On this level, valuable archival models of ADIDAS brand but other big names of sneaker are displayed. Hitomi Nomura commented, « We created this piece with the hope that when you arrive at the second floor of A.T.A.D., you will feel a sense of excitement, like when you enter a theme park attraction. The SUPERSTAR carpet was a design I had wanted to create for a long time. So I’m particularly attached to it. »
The first floor will be used as an event space to promote sneaker culture. It will be a place for exchanges, gatherings, interactions, where regular community workshops will be organized.
The collaborative store of atmos and adidas « A.T.A.D. » has reopened in its entirety since June 18th 2010. It’s located in the famous Shibuya district, precisely at 3-22-8 Jingumae, Shibuya-ku, Tokyo 150-0001, Japan. Opening hours : 11:00-20:00. For more info, you can follow @a.t.a.d_tokyo on Instagram.