On 30 June 2020, Adidas Malaysia opened its doors to its largest Originals Flagship Store in Pavilion Kuala Lumpur. A global brand that endeavours to stay connected to local identity, the store is the first location to bring the concept to reality. It achieved this mission through the engagement of Jun Ong and Jaemy Choong. Together, the two local talents have created interpretations of the brand from a localised viewpoint.
The first branch of its kind in Asia, the flagship store introduces a fresh new concept, dubbed The Collection. Through the careful curation of classic furniture brought together with a modern flair, and localised elements brought to life by Malaysian artists, the 4,413 square foot store is bursting with personality.
Adidas recognises the importance of the past, believing that by collecting, they may keep track of their story and stay true to their roots. Furthermore, the brand believes that by looking back to the culture of the past, they may innovate for the future.
Offering an impressive range of Adidas Originals products numbering around 300 unique articles, the brand includes statement collections and collaborative projects such as Yeezy and the Pharrell Williams series.
An Artistic Vision
Light artist Jun Ong and graphic designer Jaemy Choong took to infuse the Adidas brand with a Malaysian twist that carries into the store interior and exterior fixtures. For Jun Ong, it was an obvious choice to envision the Adidas Trefoil logo as a wau bulan. An indigenous and uniquely Malaysian symbol, he took inspiration to create the Electric Wau. This installation of artificial lights serves as the store window display centrepiece.
“When you gaze at the Adidas Trefoil logo from far, it is as though the traditional wau bulan is flying high in the sky. Taking inspiration from Adidas’ archives, the colourful lights within the logo represents the shoelaces, truly interpreting Adidas as a brand that is always evolving and reinventing itself,” said Jun Ong.
Meanwhile, graphic designer Jaemy Choong looked to traditional Malaysian Batik to incorporate exquisite floral elements to design the wau bulan. His designs occupy a place of prominence at the store cash desk and iconic floor rug.
Through his signature traditional-meets-modern concept and iconic calligraphy brush technique, Jaemy merges authentic Malaysian culture with iconic Originals elements. He achieved creating lounge fixtures that offer space for intimate interactions with customers and creators alike.
“You will notice local traditional art influence twirling with the Adidas fashion. You can feel the authentic Malaysian style within the art. You may also spot the brush calligraphy that may or may not look like a familiar word, that is the thrilling part of my artwork,” said Jaemy Choong.
As a tribute to Malaysian art forms, customised Batik art prints will also emblazon Adidas shopping bags, which will exclusively be available at the Adidas Originals Flagship Store in Pavilion KL.
Browse Adidas collections at adidas.com.my