Ahead of the opening of its new store in Connaught Place, adidas Originals brought a little of its style into the neighborhood, while celebrating the established places that have been part of Delhi’s cultural landscape for years.
The evening was a fun and relaxed one, with people moving between some of CP’s familiar names and discovering the adidas Originals activations along the way. The initiative brought together Nizam’s, Nirula’s, Gillu Florist, Mahatta & Co. and Radio & Gramophone House, each known for its own connection to the neighborhood.
The collaborations were kept simple and easy to discover. Nizam’s and Nirula’s featured special menus and co-branded details, Gillu Florist created an Originals-inspired bouquet, Mahatta & Co. presented an archival display, while Radio & Gramophone House brought music into the experience.
Earlier, Suhana Khan, adidas Originals’ brand ambassador, had joined the celebrations, adding to the evening’s fashion and pop-culture appeal. Her presence also brought a familiar face to an event that was as much about Delhi’s local character as it was about the new store.
What worked well was the setting. Instead of creating a completely separate event, adidas Originals used places that people already know and visit, giving each one a small contemporary touch. It made the evening feel connected to Connaught Place rather than simply taking place in it.
From food and music to flowers, photography and local history, the experience offered an easy way to spend an evening exploring a few of the establishments that have remained part of CP’s everyday life.
For adidas Originals, the new store may be the latest addition to Connaught Place, but the evening was also a nod to the neighborhood’s long-standing originals.
