Retail Loves: Adidas’ App-Powered Flagship

By: Chris Ager

23rd January 2020

At the end of last year (sorry, it’s busy around Christmas in the retail world), Adidas unveiled their answer to Nike Town. It’s a 27,000 sq ft, four-storey, digital playground with over 100 tech touch points and experiences designed to wow customers and connect them with staff. We thought we’d highlight some of our always-on favourite bits, and if you want to the see latest wow installations, make sure to get yourself down to the store!

Conscious retailing – Adidas have been mindful of sustainability; with the entire store being powered by 100% green energy and recycled plastics, foam and textiles being incorporated where possible and water refill stations on every floor. There is also a heavy focus on inclusivity with disabled and plus-sized mannequins and a Union Jack made from 1,000 national flags representing the “city of a thousand nations” and the diversity of staff in-store.

Intelligent tech – “Bring It to Me” tech allows shoppers to geo-locate their position in store (meaning sales staff can find them easily!), scan products, check stock, request their size and then purchase on the spot thus eliminating the need for queueing and offering an uninterrupted experience. Interactive changing room mirrors use RFID tech to recognise products and provide extra info such as composition and materials used.

For the Hypebeasts – The store caters to sneaker aficionados with a digital “Hype Wall”. This is where sneakerheads can register for release reminders by simply scanning the shoes code and then have the drop date added directly to their calendars. The Base is an area dedicated to hosting product launches and interactive sporting challenges which constantly change with new installations, while the MakerLab offers product customisation. The store boasts a number of London-exclusive products alongside artwork by local creatives and the luxury Y-3 sub-brand.

Customisation Services – Adidas are complementing the experience with services such as Crep Protect (an in-store sneaker cleaning service bookable via the Adidas App), product testing in the Running Lab and on-site seamstresses available to make product alterations.