Adidas opened the doors to one of its most innovative stores in the world.
The shopping space, which is a rethinking of the retail concept of the sports giant, is located on Oxford Street, the busiest shopping street in the city, surrounded by flagships of the world's leading brands. The concept store Adidas LDN combines the latest digital innovations and unique customer experience with a focus on the work of experts and consultants. The 27 000 sq. ft. (2500 sq.m.) shop is located on four floors and presents complete collections of men's, women's, and children's clothing and footwear, as well as designer lines Adidas Yeezy, Adidas by Stella McCartney and Y-3 and a wide range of football equipment.
"The new Adidas LDN shop is more than just a retail brand concept; it will become our trademark in the city. Whether it's designed at MakerLab, finding the perfect pair of shoes at the Running Lab, or competing at The Base, it's a place where brand fans in and around London can come together to create together," said Chris Walsh, Adidas' Vice President for Northern Europe.
The flagship store is designed as a "hyperlocal center for consumers," the company said. Shopping space is not only a store but also a platform for various events and activities, joint work with designers and artists. At the same time, Adidas LDN will support the creativity of London by showing the works of local authors and products created in the spirit of the city, especially for the store. One such object is an installation of 30 translucent LED screens in the store, which colorfully displays the brand's products and London content.
The main goal of the brand in the launch of the new flagship is to create a kind of benchmark in physical retail with a combination of digital technologies, which will not only act as an image showcase Adidas but also inspire customers to create a creative brand. The new design includes the "Bring It To Me" service integrated into the store, which allows maintaining an accurate connection with the online store by tracking the geolocation of users. Customers can scan products, check dimensions, and make instant purchases using the app, without having to queue up at designated locations in the store. The Sneakerheads app works with the Hype Wall digital display on the ground floor of the store to help pre-order new models of the brand's sneakers.
In The Base innovation zone, visitors are invited to participate in interactive skillfulness tasks related to football, tennis, and basketball, using real schemes for each sport. The Creators Court service allows clients to create their print templates and use them to print on T-shirts. Another entertainment service includes an interactive mirror that will enable you to immerse yourself in various sports scenes, for example, to see yourself and be photographed at the Arsenal Emirates Stadium in London.
The Adidas LDN locker rooms have RFID-enabled mirrors that activate additional product information and help you request different sizes and colors without leaving the fitting rooms. Finally, there will be sporting events in the MakerLab area, 15 of which will take place in the first month after the store opens. The calendar includes running competitions, celebrity athletes and stars, and thematic workshops.