Adidas Opens App-Powered Flagship
Rivalling the tech savvy wow-factor of Nike’s Innovation Houses, Adidas has unveiled a new London flagship that runs on a digital backbone. The four-storey, 27,000 sq ft space connects visitors with in-store staff and experiences via over 100 tech touchpoints, all powered by green energy. We spotlight the key features.
Set Your Own Tempo with ‘Bring-it-to-Me’ Tech: Located in Oxford Street, visitors can use the main Adidas app to scan product to check stock, request their size (geo-locative tech embedded in the app means sales associates can find them seamlessly) and make purchases. This eliminates the need for queueing or designated collection points, instead providing fans with an interrupted browsing experience. For more on this topic see Control & Command Stores in Brand Spaces: 10 Trends & Opportunities, 19/20.
Upgraded Changing Rooms: Interactive changing room mirrors make use of RFID to recognise products and provide extra information such as composition and materials used.
Shoppers can also request different sizes and colours without leaving changing rooms. See also Retail Design: Innovative Fitting Rooms.
Seducing Sneakerheads: Primed for sneaker aficionados, a digital ‘Hype Wall’ on the ground floor allows sneakerheads to register for release reminders (shoppers scan the shoes’ code and the drop date will be added directly into their calendars) while The Base, comprised of LED screens and flooring, will host product launches and interactive sporting challenges. A MakerLab offers product customisation. See also Harnessing the Hype in our Sneakerheads Unboxed Spotlight.
Personalisation Possibilities: The store’s digital innovations, which are run on 100% green energy, are complemented by services such as Crep Protect – an in-store sneaker cleaning service bookable via the Adidas app and product testing in the Running Lab. On-site seamstresses are also available to alter apparel.
Global Cities Strategic Thinking: Part of Adidas’ ‘global cities’ strategy – a marketing focus on six global mega-cities (London, Los Angeles, New York, Paris, Shanghai and Tokyo) – locality is key. The store holds London-only product exclusives local and features artwork by local creatives. See also Retail: Leveraging Localism, 2019.