YOUTH, the Manchester-based design studio led by Liam McGroarty and Oliver Collinge, were selected by globally renowned active lifestyle brand Adanola to establish its physical identity across two shop-in-shop sites: Selfridges Manchester, and Selfridges Oxford Street.
Oliver Collinge, Co-Founder of YOUTH, explains: “The design of the Adanola space draws from the environments we move through daily — places that shape our routines, our interactions, and our sense of self. Rooted in the concept of ‘everyday uniforms,’ the space is intentionally pared back, allowing the product to take center stage.
“Materials and spatial composition are curated to feel instinctive, familiar, and effortlessly functional, aligning with Adanola’s aesthetic. Designed as a backdrop to the brand, the space seamlessly integrates with the visual language of its social media feed, ensuring that when customers engage with the product, they see it as part of their own world.”
Warm, rich timber is paired with soft curves — an intentional nod to traditional sports aesthetics — while minimal stainless steel forms a sharp, contemporary backdrop, reinforcing Adanola’s brand identity. The introduction of natural stone display plinths adds a sense of elevation and refinement, further enhancing the brand’s dynamic versatility — seamlessly transitioning from the pilates studio to everyday errands.
Through materiality and intentional design, YOUTH has crafted spaces that are both visually striking and instinctively felt.
“Working with fellow Manchester based YOUTH Studio felt like the perfect fit. They really understand the Adanola brand identity, which is evident in the sleek design of the space.”
