Making a huge mark in the heart of the UK and reimagining the retail experience, adidas has opened a new Oxford Street flagship store – a home for creativity, born from London, that combines digital innovation, unique shopper experiences and a focus on in-store experts.
Football takes on an integral role in adidas’ new flagship store in Oxford Street, with the entrance opening up to the latest adidas football apparel from Manchester United and Arsenal and an art installation made from the latest Messi 15 year anniversary boots. The store also boasts the largest range of adidas football products available to the London population.
Set across four floors, the store features the very best of the brand across sport and style, with the widest range of football apparel and footwear sitting comfortably alongside the latest Originals designs and collaborations including adidas YEEZY, adidas by Stella McCartney and Y-3.
“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, adidas Executive Board Member.
Over 100 digital touchpoints – all 100% powered by green energy - feature throughout the store, each with a clear focus on improving consumer experience or inspiring creativity from visitors. 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.
In The Base 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. Along with the MakerLab customisation hub, it will host a programme of regular events to bring creativity back to the heart of Oxford Street. 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.
Chris Walsh, VP Brand, adidas North Europe said: “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.”
The adidas LDN store opens today, Thursday 24 October, and tonight the store will play host to an adidas housewarming event, which will see an array of famous football faces in attendance.