END. X ADIDAS SPZL “BY THE SEA”

King Edward’s Bay in Tynemouth needs little introduction. It’s an area of spectacular beauty, its small, sandy bay enveloped by luscious green banks and jagged cliffs. Naturally, it formed the destination for the evening’s festivities, a celebration of END.’s collaboration with Gary Aspden’s adidas SPZL, “By The Sea”.

Marking a momentous occasion in END.’s collaborative history, the British retailer joins forces with Gary Aspden’s seminal adidas SPZL for the first time to unveil “By the Sea”. The 11-piece collection is inspired by a staple of British culture, the seaside town, nodding to the heritage of both the retailer and adidas SPZL in celebration of their 10th anniversary.

The location for the evening was the much-loved Riley’s Fish Shack, a fish bar and grill based right on the sea front, renowned for serving some of the best locally caught seafood the region has to offer.

NBHD Group collaborated with DENT.Studio on concept design to bring the project to life; leading on event planning, liason and technical delivery while also handling creative production including the design and fabrication of several bespoke product displays, custom furniture and content moments…and a boat.

As the evening unfolded, guests were welcomed to various refreshments as well as fresh, seasonal seafood from Riley’s Fish Shack, ranging from Lindisfarne oysters to monkfish wraps. Soundtracking the evening was Newcastle’s very own Man Power, delivering an eclectic mix of electronic music that paired perfectly with the serene surroundings.

As the event was in full swing, a co-branded boat sailed along the seafront — a visual display representing the collection’s ties to the North East’s coastal heritage.

Photography: Samantha Taylor & Daryl Walker