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Brief Published: 26 Feb 2014

Adidas’ Immersive HomeCourt Store


German sportswear brand Adidas has unveiled a revamp of its Beijing flagship, debuting its HomeCourt store concept.

The brand has created a space that amps up customer excitement as they approach the store by featuring a façade emulating the entrance to a sports stadium. Shoppers enter through a tunnel-like corridor, accompanied by a soundscape of cheering fans that replicates the atmosphere an athlete encounters on entering an arena.

The strategy of using an entrance space to set the scene – priming the shopper for the experience that follows – has also been successfully employed by sportswear rival Under Armour, in Shanghai. The Under Armour flagship leads visitors through a tunnel of bright light into a space filled with loud, energetic music accompanied by clips of brand trailers before shoppers reach the sales space. For more on how store entrances are being used to set the mood, see Future Store Environments in the Future of the Store Industry Trend.

Inside the HomeCourt store, key highlights include a shoe bar featuring an interactive table where customers can learn about products on large touchscreens. Continuing the sports-stadium thematic, the fitting areas are designed like team locker rooms.

Adidas will roll out the concept to 24 other stores in 2014, including the UK’s Bluewater shopping centre and locations in Rio de Janeiro, Brazil. It also has a new concept dubbed ‘Adidas Neighbourhood’ (concept and target market to be revealed here soon), which will launch in Berlin in March. Meanwhile, its youth-oriented interactive Neo store format (see Out-Of-Hours in Anywhere Retail) will be expanded to the Czech Republic and Poland.

For more immersive and sensorial retail initiatives, see Experiential Museum Design, Museum & Exhibition Design for Retail Creatives and Beyond the Comfort Zone. See also Sports Futures for more examples of engaging sports retail.