adidas Originals opens a new store in Rome on Via del Babuino Here's what went down at the opening event

In Via del Babuino, one of the streets synonymous with Rome's fashion scene, adidas Originals opens its second store in the city and introduces The Collection V.2 to Italy — the brand's new retail concept. Nearly 275 square metres dedicated to contemporary design, international collaborations and urban culture, in dialogue with the identity of the city.

The space combines clean lines and references to Roman architecture, with travertine details that echo the materials of the capital. At the heart of the flagship is an internal courtyard, designed to host events, activations and cultural initiatives.

The selection spans multiple expressions of the adidas Originals universe. Alongside iconic sneakers and the brand's most recognisable products, the store carries premium collections and collaborations including Y-3, Willy Chavarria, Spezial, Bad Bunny and Song for the Mute. An offering that weaves together sportswear, stylistic research and references to contemporary subcultures. The Made For You Area also allows customers to personalise selected products, while the Click & Collect service integrates the physical and digital shopping experience.

The opening, celebrated on 22 October, brought together media, creators, partners and community members around Originals Recognize Originals, the concept dedicated to the personalities who help define the cultural identity of the city. During the evening, Roman artist Giulio Bensasson presented a selection of his works and a site-specific installation, developing a dialogue between his own artistic language, Rome and adidas Originals.