Adidas Originals unveils a new concept shop inspired by the Los Angeles streetwear scene at the Melrose Avenue location of sneaker retailer Shoe Palace. In celebration of the new in-store concept shop, adidas Originals partners with Shoe Palace to host a YEEZY BOOST 350 V2 launch event on Sept. 24. The location echoes a new retail strategy for the brand, tapping into local artists and furnishings to capture the raw energy of the city creating a cultural epicenter for the streetwear enthusiast.

The adidas Originals in-store concept shop at Shoe Palace features SoCal inspired artwork, furniture and installations reminiscent of famed Los Angeles neighborhoods and landmarks. The YEEZY BOOST 350 V2 kick-off event will feature a live music set by DJ Phyz Ed and small bites from local food truck favorite Yeastie Boys. Customers will have an opportunity to participate in a live raffle beginning at 7:00a.m. PST for the opportunity to purchase the YEEZY BOOST 350 V2 onsite or a restock of high-coveted styles from the NMD, Stan Smith and Superstar franchises.

Honing in on the concept of ‘Material as a Metaphor’, the design aesthetic of the in-store concept shop uses custom installations featuring materials, textures and design elements connected to art, sport, fashion and culture – the DNA of the adidas Originals brand. The adidas Originals in-store concept at Shoe Palace on Melrose Avenue is the first of many branded in-store shops that will activate over the next 12 months.

The adidas Originals neighborhood concept store in Shoe Palace officially unveils on Saturday, Sept. 24. You can follow the conversation on Twitter @ShoePalace for further details and information about the concept shop and future releases.

The Shoe Palace -Melrose location is located at 7727 Melrose Ave, Los Angeles, CA 90046. The store hours are from 9:00a.m. – 8:00p.m. PST.