In October, adidas opened the doors of its new flagship store on Oxford Street – a 4,719-square-meter home of creativity, born from London, that combines digital innovation, unique shopping experience and a focus on in-store experts to create a new benchmark in retail.
Over 100 digital touchpoints feature throughout the store and make it adidas’ most digital flagship to date. The store design has included embedding bespoke innovations into the adidas app, including a ‘Bring it to Me’ feature which uses in-store geolocation tracking. 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. In addition, consumers can use the adidas app to book a slot with 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. Apart from that, visitors can take part in product experiences, activations and interactive challenges in an immersive environment made from LED screens and flooring that changes mood and purpose at the click of a button.
Just as the flagship sits in the heart of London, the city runs through the heart of the store. Bespoke ‘LDN’ product is exclusively sold there, and each floor features original commissions from London artists.
Next-level shopping experience