Adidas’ Tech-Enhanced Neo Stores
Earlier this month in Hamburg, Germany, global sports brand Adidas unveiled the first in its series of new super tech-enhanced fashion-focused store concepts: the Neo stores.
At the heart of the trend-led concept - created in collaboration with London-based design agency Dalziel & Pow - is a feature the brand is calling ‘Share Your Look’ technology: a series of interactive mirrored screens that allow customers to upload pictures straight to Facebook.
Positioned at the centre of the sprawling Hamburg flagship, the special mirrors – essentially large-scale touch-screen computer interfaces – enable consumers to instantly take pictures of themselves or products they like, and post them directly to their Facebook pages.
The tool seamlessly integrates on- and offline retail channels while also playing on the increasingly important value of gaining social traction in the pursuit of making sales (see Stylus’ reports Multi-Channel Retail and Social Media Seduction). It should also serve to raise Adidas’ profile within the popular social network.
The Hamburg Neo store is the first of six German stores, with the rest due to open in Berlin, Frankfurt, Cologne, Munich and Dusseldorf in the next month.