Adidas unveils digitally-enhanced flagship store in London

Company: Adidas AG

Location: Oxford Street, London

Product profile: The four-storied store features range of football apparel and footwear, the latest originals designs and collaborations including Adidas Yeezy, alongside Adidas by Stella McCartney and Y-3 specific areas.

Store design | Interiors & VM | Fixtures: The store has more than 100 digital touchpoints with 100 per cent powered by green energy throughout the store. The store design has bespoke innovations into the adidas app, including a ‘Bring It to Me’ feature which uses in-store geolocation tracking for an uninterrupted browsing experience. Shoppers can scan products, check stock, request their size and purchase on the spot as they shop without the need for queues or designated collection spaces. Additionally, on the app sneakerheads will be able to book in reminders for upcoming releases by interacting with a hype wall digital display on the ground floor. The store is designed using a large range of sustainable and responsibly sourced materials including recycled plastic, foam and textiles.

In-store experience: In The Base visitors can take part in product experiences, activations and interactive challenges in an immersive environment made from LED screens and flooring that can change mood and purpose at the click of a button. Along with the MakerLab customisation hub, the store will host a programme of regular events to bring creativity back to the heart of Oxford Street.

Each floor of the store features also original commissions from London artists. The store’s digital innovations are augmented by a range of bespoke services. Consumers can use the adidas app to book a slot with Crep protect at an in-store sneaker cleaning service, arrange a product test in the running lab or secure a bra-fitting appointment with a team of experts. Bespoke ‘LDN’ product has been designed and will be exclusively sold in-store.

Interactive changing room mirrors use RFID technology to recognise products and provide information, with shoppers also able to request different sizes and colours without leaving the space.

Throughout the store, consideration has also been given protecting the environment by using a large range of sustainable and sourced materials including recycled plastic, foam and textiles. 

About the company: Adidas AG is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories. 

Fibre2Fashion News Desk (PA)