Adidas puts digital innovation centre stage in new London flagship

By

Barbara Santamaria

Published
Oct 24, 2019

A multitude of in-store services, digital innovations and artworks expose Adidas’ vision for the future of retail in its newly opened London flagship store on Oxford Street.

The German sportswear brand has said its new four-storey space located in the heart of London is “a home for creativity” that will create a new benchmark for the retail industry.

There is a strong emphasis on digital technology, with over 100 digital touchpoints – all 100% powered by green energy - featuring throughout the space to improve the shopping experience and spark creativity from visitors.

These include interactive changing room mirrors which recognise products and provide information, an immersive area made from LED screens and flooring that can change mood and purpose at the click of a botton, and a fully integrated app that lets users request their shoe size without having to grab the staff’s attention.

“We’re confident with the new Adidas LDN store we have created an unrivalled experience for shoppers, our most digital store ever, a hub of creativity and innovation for the city and the very best expression of our brand all in one amazing blockbuster destination,” said Roland Auschel, responsible for global sales at Adidas.

Using the app, store visitors can check stock, scan products and purchase on the spot, as well as getting reminders for upcoming releases by interacting with a ‘Hype Wall’ digital display on the ground floor.

The MakerLab customisation hub, alongside a dedicated events space, will host a programme of regular events, product experiences and interactive challenges, while original artworks made by London artists pay homage to the English capital. The UK theme continues with a Union Jack installation made from 1,000 national flags to celebrate  the ‘city of a thousand nations’, and bespoke LDN product is sold exclusively in store.

“The new Adidas LDN store is more than a retail experience of the brand, it’s going to be a beacon for us in the city. Whether its designing in the MakerLab, finding the perfect footwear in the Running Lab or competing in The Base, this is a place where communities from all corners of London and beyond can come together and create,” said Chris Walsh, VP of Brand at Adidas North Europe.

In a store with so many things to discover, Adidas puts the focus back on the product with dedicated areas for its Adidas by Stella McCartney and Y-3 ranges. Also available in store are the best collections across sport and style including the widest range of football apparel and footwear, the latest Originals designs and collaborations including Adidas Yeezy.

Finally, visitors can take advantage of the space by booking 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. On-site seamstresses are available to help consumers get the right fit.