Adidas goes high tech in London

“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,” says Roland Auschel, the executive board member responsible for global sales.

The store includes over 100 digital touchpoints – all powered by green energy. The new store design has included embedding bespoke innovations into the adidas app, including a ‘Bring It to Me’ feature which uses in-store geolocation tracking to provide 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 shoppers will be able to book in reminders for upcoming releases by interacting with a Hype Wall digital display on the ground floor. In The Base area visitors will get to 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. The store’s digital innovations are augmented by a range of bespoke services that bring the best of boutique shopping to Oxford Street. Customers 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. Interactive changing room mirrors use RFID to recognise products and provide information, with shoppers also able to request different sizes and colours without leaving the space. For those who can’t quite find the right fit, on-site seamstresses are available to make the crucial final tweaks.

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