adidas has opened the doors of one of its most innovative stores in the world.
Reimagining the retail concept of the sports giant, the retail space is located on Oxford Street, the busiest shopping street in the city, surrounded by the flagships of the world's leading brands. The adidas LDN concept store combines the latest digital innovations and a unique shopping experience with a focus on experts and consultants.
The 2,500 sqm store spans four floors and features complete collections of men's, women's and children's apparel and footwear, as well as Adidas Yeezy, Adidas by Stella McCartney and Y-3 designer lines and a wide range of football kit.
“The new Adidas LDN store is more than just a retail concept for the brand, it will become our hallmark in the city. Whether it's designing at MakerLab, finding the perfect pair of shoes at Running Lab or competing at The Base, this is a place where fans of the brand in London and beyond can come together to create together,” commented Chris Walsh, Vice President of Adidas at Northern Europe.
The flagship store is designed as a "hyperlocal hub for consumers," the company said. The retail space is not only a store, but also a platform for various events and activities, collaborations with designers and artists. In the same time, Adidas LDN will support London's creativity by showcasing the work of local artists and city-inspired products exclusively for the store. One such object is an installation of 30 translucent LED screens installed in the monostore, which colorfully display the brand's products and London content.
The main goal of the brand in launching a new flagship is to create a certain standard in physical retail with a combination of digital technologies, which will not only act as an image showcase for adidas, but also inspire customers to be creative with the brand. The new design includes the Bring It To Me service integrated into the store, allowing you to maintain an accurate connection with the online store by tracking the geolocation of users. Shoppers get the ability to scan products, check size availability and make instant purchases using the app, without having to queue, at designated areas in the store. The Sneakerheads app, interacting with the Hype Wall digital display on the first floor of the store, will help you pre-order the brand's new sneaker models.
The In The Base Innovation Zone invites visitors to participate in interactive agility challenges related to football, tennis and basketball, using real circuits for each sport. The Creators Court service allows customers to create their own print templates and use them to print on T-shirts. Another entertainment service includes an interactive mirror that allows you to immerse yourself in various sports scenes, such as seeing yourself and taking pictures at Arsenal Emirates Stadium in London.
Adidas LDN dressing rooms have RFID-enabled mirrors that activate additional product information and help you request different sizes and colors without leaving the dressing rooms. Finally, the MakerLab zone will host sporting events, 15 of which will take place in the first month after the store opens. The calendar includes running competitions, performances by famous athletes and stars, and thematic seminars.