ARTICLE JENNY BAHN
PHOTOGRAPHY JENNY BAHN
Last night marked the dawn of a new era for adidas SLVR, whose NYC store in Soho just got a serious facelift courtesy of Creative Director Dirk Schoenberger. Reflecting perhaps an adjusted vision for the brand, the store had been transformed from a streamlined and monochromatic space to something a bit more dynamic, with a notable introduction of color. The crowd, of course, was emblematic of the brand. Artists Slava Mogutin and Brian Kenny held court in the middle of the room while editors, including Chris Bartley of CR Fashion Book, made appearances. It was a decidedly chic-‘n-sporty group, with handsome gentlemen in cult-worthy sneakers and well-dressed ladies toting Céline bags.
Says Dirk Schoenberger of the store’s new look, “It’s a great modern mixture. We didn’t want to give the impression that it’s a high fashion store because we wanted it to be much more accessible than a high fashion brand. We have materials that come from the sports world, and we have materials that come from a much more high fashion world. I think it’s quite a nice mix.”