Next Thursday, October 6th at 6pm, adidas will announce the opening of its first flagship store in Barcelona through a Gallery Session starring Morad.
The new shop, located at number 2 Paseo de Gracia, will turn its shop window into the well-known showcase of the digital music sessions platform Gallery, hosting the performance of the artist. The flagship store will officially open its doors to the public on 13 October.
adidas chooses this reference music platform, born in Barcelona, to unveil the grand opening of its flagship shop in the city. It has a surface area of 2,200m2 and is divided into two floors. The ground floor is reserved for the Running, Training, Terrex, Sportswear collections and exclusive products such as those designed by Stella McCartney. The first floor will house the Originals, Football and children’s sections, as well as Yohji Yamamoto‘s Y3 collection.
The shop has been designed according to LEED certification standards (Gold level) and therefore complies with sustainability and eco-efficiency requirements.
Morad will have his own MDLR (from the French mec de la rue: ‘street kid’) corner in the new adidas store. From 13 October, the artist’s fans will be able to find there a limited edition ‘adidas x MDLR’ football shirt, created jointly by the brand and the artist. It is an exclusive and unprecedented launch to celebrate the opening and connects the worlds of fashion, football and music.
In addition, Morad will premiere a new version of his song ‘Mama me dice’, and this will be the second time he has performed at the Gallery showcase. The first time he did it with the song ‘Pensamientos’, a session filmed at Acid House Barcelona and launched at Gallery in January 2021. It is currently the most played music video on the platform (+8 million).
“Barcelona is a powerful, internationally recognised and admired brand and one of the best in the world as a prescriber of talent. Products like Gallery, genuine to the city, allow us to make the connection between brands and the city in an organic and natural way” says Rafa Martínez, director of strategy and business at Folch, the agency behind Gallery.
For the Gallery Sessions platform, this session represents a qualitative leap forward. Pol González, co-founder and creative director of Gallery explains: “We had the challenge of scaling up the format in terms of spectacularity and offering a unique experience to our audience. Doing a session in the heart of Barcelona and with an artist of Morad’s size was an opportunity to show the possibilities of the format and project a concept that can be replicated with other great artists in other cities around the world”.
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