# Co-Curated Designer Boutiques The Adidas X Concepts Store is Now Open in Boston By Ell Smith | Published 2017-08-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/adidas-x-concepts References: [urdesignmag](https://www.urdesignmag.com/style/2017/08/28/adidas-x-concepts-boston-store/) & [cncpts](https://cncpts.com/collections/adidas) Two streetwear companies have taken a partnership to new levels with the [Adidas](https://www.trendhunter.com/trends/spezial-fc) X Concepts storefront -- a co-curated designer boutique that pays homage to innovative design while offering an [experience-orientated retail space](https://www.trendhunter.com/trends/lacoste-cf-pacific-centre). Hidden in plain sight, this basement boutique can be accessed through a flight of descending stairs, eliciting a sense of secrecy and exclusivity. The store is divided by panels of sheet glass with illuminated edges, which separate the different merchandising assortments. Visitors are able to browse through [iconic and innovative footwear collections](https://www.trendhunter.com/trends/adidas-x-west-nyc), all characterized by the classic Adidas triple stripe. Through its long-time partnership with Concepts, Adidas is able to continue to market itself as not just a footwear company, but a lifestyle brand emblematic of the close relationship with fashion and athleticwear. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 59% | Activity: 67% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Key Themes Behind This Trend - **Co-curated Designer Boutiques:** The trend of co-curated designer boutiques offers opportunities for collaboration between brands to create unique retail experiences. - **Experience-oriented Retail Spaces:** The trend of experience-oriented retail spaces highlights the importance of creating immersive and engaging environments for shoppers. - **Partnerships Between Fashion and Athleticwear Brands:** The trend of partnerships between fashion and athleticwear brands allows for the merging of style and functionality in innovative ways. ### Where This Applies - **Fashion Retail:** The fashion retail industry can embrace co-curated designer boutiques to offer customers unique shopping experiences. - **Athleticwear:** The athleticwear industry can explore partnerships with fashion brands to create innovative and stylish sportswear collections. - **Retail Design:** The retail design industry can cater to the demand for experience-oriented retail spaces by creating immersive and visually appealing store environments. ## Related on Trend Hunter - [Unique Concept Clothing Stores](https://www.trendhunter.com/trends/base-store.md) - [Locally Focused Footwear Stores](https://www.trendhunter.com/trends/neighborhood-concept-store.md) - [Conceptual Retail Spaces](https://www.trendhunter.com/trends/ader-error-tokyo-space.md) - [Collaborative Sporty Exhibitions](https://www.trendhunter.com/trends/spezial-fc.md) - [Personalization-Focused Retail Concepts](https://www.trendhunter.com/trends/golden-goose-opens-in-nyc.md) - [Aluminum-Wrapped Sportswear Store](https://www.trendhunter.com/trends/adidas-store-1.md) - [Phygital Sportswear Concepts](https://www.trendhunter.com/trends/nike-style.md) - [Customizable Shoe Decorating Events](https://www.trendhunter.com/trends/style-your-toe.md) - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md)