[Seukon Exploration] The Meeting of Bakery and Sneakers, Superstar Taegukdang

Taegukdang X Adidas

Editor's NoteWords like ‘special·hot place·limited-time popup store’ instantly make your heart race. It’s because you’re curious about what exactly makes these places so special and different that so many people flock to them. You might not want to revisit places you’ve already been, but you don’t want to miss out on the HOT spots everyone’s talking about. If you want to visit somewhere truly special, you’ve come to the right place. Drinkit editors have explored various stores and are here to share their experiences. Introducing Scon Exploration (Special Concept Store Exploration)! Were the editors able to truly catch a ‘special scent’ at the places they visited?

As countless brands have come and gone over the years, some places have stood the test of time and continue to write new history. These places share one thing in common: they never lose their freshness and novelty.

Seoul’s oldest bakery, Taegukdang, and the globally beloved sneakers, Adidas Superstar, share this trait. Established in 1946 and operating for about 70 years, Taegukdang bakery and the Adidas Superstar, with its roughly 50-year history, both uphold tradition while continuously shining with freshness and innovation.

Today, these two brands, still loved without change, have collaborated under the theme ‘STAY FRESH.’ What did the meeting of a bakery and sneakers look like?

Adidas Originals is running the ‘ADILICIOUS’ project, which infuses the food cultures of 11 cities worldwide?including Seoul, Mexico City, New York, Berlin, and Shanghai?into sneakers. The project selects restaurants that capture the unique characteristics of each region and releases sneaker series that honestly tell the stories of the food and the people. This collaboration is also part of the ‘ADILICIOUS’ project.

Taegukdang and Adidas Superstar, both with long histories yet continuously attracting people with fresh new looks, say their secret lies in ‘knowing clearly what to keep and what to change.’ In other words, they preserve what defines their identity and history, while boldly discarding stereotypes and prejudices to reflect the times.

In line with the project’s theme of telling not only food stories but also people’s stories, the screen installed in the center of the hall and a small exhibition area are spaces filled with messages from Taegukdang employees and regular customers about what must be preserved to maintain freshness and what should be changed.

Throughout Taegukdang’s interior, you can find Adidas logos and sneaker illustrations. The Adidas Superstar posters on the walls and mirrors exude a hip vibe. At the entrance, a large sneaker made of LEGO is on display. The LEGO sneaker, as if just taken out of a blue box, and the dazzling lighting blend perfectly with Taegukdang’s retro interior.

As expected from a collaboration with a bakery, the commemorative goods are adorable icing cookies. By installing the Adidas app, you can receive one cookie. Among the three types, I chose the Adidas logo cookie shaped like a leaf.

This popup store also offers a space where you can try on the collaborative sneakers ‘Superstar Taegukdang’ before their official launch in online and offline stores. The ‘Superstar Taegukdang’ sneakers, which add fun elements to a classic design, feature the phrase ‘craftsmanship’ and Taegukdang’s logo, as well as the bakery’s motto ‘the cookie among cookies’ engraved on the tongue (the top part of the shoe) and the heel tab (the part touching the Achilles tendon), respectively. The side of the shoe is wrapped like a bread bag, and if you tear it according to your preference, the iconic three stripes of Adidas Superstar appear.

Taegukdang, a hot place for the younger generation, and Adidas Superstar, a fashion item full of street sensibility?though seemingly unrelated, their meeting was surprisingly excellent. This popup store, which reflects the values and direction of two brands that preserve tradition while constantly pursuing change, will be open until the 30th.

Photo by Bomi Kim