The first adidas Originals Neighborhood store in Bulgaria opened its doors in Sofia on August 3, 2016. The official opening marked the launch of the new collection of the highly coveted NMD sneakers simultaneously with the world premiere of the shoes. The Originals brand has always remained at the forefront of youth culture with its highly credible collaborations in the world of streetwear, art, live experience, and technology, as well its excellent relationships with the trendiest influencers. This is why we chose a dual offline and online approach to bring the trendiest artsy people of Sofia to the hottest new spot in town – adidas Originals store. The event gathered local and Hollywood celebrities, bloggers, stylists, fashion editors, influencers and sneaker heads, and sent the message that Originals Neighborhood store is more than just a store. It is a fashion hub and influencers’ home. Entertainment included: a special DJ set list, a photo op, “Originals Sofia” free cultural newspaper specially created for the event, Originals GIF table – special digital installation with integrated screen showing NMD GIFs, collaboration with Absolut vodka and goodie bags. The event generated huge number of print, online and social media articles.