design:retail - May/June 2020 - 20

DESIGN:RETAIL

MAY/JUNE 2020

adidas Blends
Digital & Physical
THE SPORTS BRAND REIMAGINES
THE STORE EXPERIENCE FOR ITS
LONDON FLAGSHIP
By Mark Faithfull
➞ ARGUABLY ONE OF THE BEST examples yet of digital integration within the store environment, adidas's new
flagship on London's Oxford Street opened late last
year following a nine-month project to relocate
from the adjacent building.
It spans 269,000 sq. ft. across four floors, packed
with digital innovation and the full spectrum of
adidas products-men's and women's wear, football kit, young athlete ranges, adidas by Stella
McCartney, Y-3 and Adidas Originals.
Hannah Mercer, vice president of global retail and
franchise operations, describes it as "an HQ on the
high street" with London central-including LDN
designs on T-shirts and posters, and fitting room
visuals that depict London athletes and teams.
Artwork from London artists is featured throughout
the space, and adidas has worked closely with
local artists and designers to embed sustainable
storytelling and design elements.
Similarly, two "running labs" enable customers

to test products on treadmills that stand in front of
a large, responsive screen, giving users the sense
they are running through London landscapes.
There are more than 100 digital touchpoints
and the focus is on balancing digital for design
and function. Examples include interactive gaming projected on the floor and walls of the "young
athletes" section, and two immersive fitting rooms
featuring a huge screen that displays changeable
backdrops. So, when trying on an Arsenal football
(soccer) kit, a shopper can view a walkthrough of
the team's Emirates Stadium.
The other fitting rooms feature RFID mirror
technology that detects what shoppers are trying on and allows them to request other sizes. The
larger ground-floor changing rooms have a studio
feel, with a pull-up bar and gym equipment.
Using the adidas app, a "bring it to me" function
in footwear allows customers to search and select
products, enabling staff to use real-time updates of
the shopper's in-store location to bring the shoes to
them. Shoppers also can use the app to order products from digital screens, or book appointments
with specially trained "Alphas" bra-fitters.
A large, illuminated display "Hype Wall" on the

20

ground floor features upcoming hyped releases or
limited-drop products, where shoppers can scan
QR codes for drop dates to be added directly to
their calendars.
"When we conceptualized digital experiences,
we looked at a multilayered approach, from inspirational installations to storytelling to convenience,
integrated in a purposeful way," says Victoria
Schneyer, director retail concepts, adidas.
"The juxtaposition of the building texture and
design with the integration of digital technology
was aesthetically complementary and reflective of
our brand's retail design aesthetic," Schneyer says.
"Designing a store that feels right for our local consumers was intrinsic. We extensively researched
building techniques, relevant materiality and
design details to authentically integrate into
the architecture."
A 24-ft. entrance gate opens up the space,
blurring the boundary with the outside, while
semi-transparent digital screens and a multilayered
digital "chandelier" installation were integrated into
the double-height windows and void spaces.
"The art installation of the International Union
Flag over three levels created around 'a city of a
thousand nations' creates a strong brand statement for unity in times of uncertainty and change,"
Schneyer adds.

PHOTOS COURTESY OF ADIDAS

PLUGGED IN



design:retail - May/June 2020

Table of Contents for the Digital Edition of design:retail - May/June 2020

design:retail - May/June 2020
Contents
From the Editor
Happenings
On Trend: Retail in the Pink
Spec Sheet: The Great Outdoors
Interactive Spaces: Razer
Pop-Ups: Backcountry
Plugged In: adidas
Perspectives: Everything I Learned from Being a Designer at Amazon
SPECIAL REPORT: POST-PANDEMIC RETAIL
CANNABIS RETAIL ROUNDUP
40 UNDER 40
Moment
design:retail - May/June 2020 - Intro
design:retail - May/June 2020 - design:retail - May/June 2020
design:retail - May/June 2020 - Cover2
design:retail - May/June 2020 - 1
design:retail - May/June 2020 - Contents
design:retail - May/June 2020 - 3
design:retail - May/June 2020 - 4
design:retail - May/June 2020 - 5
design:retail - May/June 2020 - From the Editor
design:retail - May/June 2020 - 7
design:retail - May/June 2020 - Happenings
design:retail - May/June 2020 - 9
design:retail - May/June 2020 - On Trend: Retail in the Pink
design:retail - May/June 2020 - 11
design:retail - May/June 2020 - Spec Sheet: The Great Outdoors
design:retail - May/June 2020 - 13
design:retail - May/June 2020 - 14
design:retail - May/June 2020 - 15
design:retail - May/June 2020 - Interactive Spaces: Razer
design:retail - May/June 2020 - 17
design:retail - May/June 2020 - Pop-Ups: Backcountry
design:retail - May/June 2020 - 19
design:retail - May/June 2020 - Plugged In: adidas
design:retail - May/June 2020 - 21
design:retail - May/June 2020 - Perspectives: Everything I Learned from Being a Designer at Amazon
design:retail - May/June 2020 - 23
design:retail - May/June 2020 - SPECIAL REPORT: POST-PANDEMIC RETAIL
design:retail - May/June 2020 - 25
design:retail - May/June 2020 - 26
design:retail - May/June 2020 - 27
design:retail - May/June 2020 - 28
design:retail - May/June 2020 - 29
design:retail - May/June 2020 - CANNABIS RETAIL ROUNDUP
design:retail - May/June 2020 - 31
design:retail - May/June 2020 - 32
design:retail - May/June 2020 - Trion1
design:retail - May/June 2020 - Trion2
design:retail - May/June 2020 - Trion3
design:retail - May/June 2020 - Trion4
design:retail - May/June 2020 - Trion5
design:retail - May/June 2020 - Trion6
design:retail - May/June 2020 - Trion7
design:retail - May/June 2020 - Trion8
design:retail - May/June 2020 - 33
design:retail - May/June 2020 - 34
design:retail - May/June 2020 - 35
design:retail - May/June 2020 - 40 UNDER 40
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design:retail - May/June 2020 - 47
design:retail - May/June 2020 - Moment
design:retail - May/June 2020 - Cover3
design:retail - May/June 2020 - Cover4
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