In the former premises of Libération, Adidas stops time for its new NMD

11 rue Béranger

05.04.2017
#fashion

Arriving in the former building of Libération, mythical for their atypical configuration (and remained unoccupied for several years), nobody suspected the new experience which was going to be revealed. It’s not much to know Adidas to expect a classic event from the brand, especially when it comes to celebrating the launch of its new NMD, the model that everyone’s been craving since its release. From the entrance, the dark and timeless atmosphere recalls an aesthetic between “Blade Runner” and “Poltergeist” as guests enter the large rooms that still carry the remains of their past lives (phones, mail and even a printer left behind by the Liberation team). The open spaces follow one another in floors connected by inclined planes, and the discovery continues: we meet singular and eccentric faces, performers including a bodybuilder and dancers all from the planet NMD. “A unique urban exploration”, as Adidas describes it, where you lose yourself with your eyes wide open, the opportunity to meet the inevitable Tina Kunakey, the young model Mathea Lucchini, and many others, before finding yourself on the roof terrace with a breathtaking view of Paris plunged into the night.

Photos: Virgile Guinard
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