Adidas has created a new flagship store in London that is immersive and service oriented. The store runs on 100% green energy and features interactive sections to engage guests.
The store opened at a time when Adidas had been devising new digital concepts. That said, the store is full of digital details, including augmented reality fitting rooms that make customers appear to be in whatever setting their items represent—for instance someone trying on a soccer jersey will appear to be in a soccer stadium. A Gartner L2 report on the topic showed that Adidas offers first-class digital information pages, something the brand has also implemented into the new store. Customers can download a special app to scan items and learn about materials, product ratings, and more. Customers who scan items on the app in a fitting room will see the info displayed on the fitting room mirror and can request sales assistance from the mirror as well.
The four-floor store will be home to exclusive partnerships and a “hype wall” that houses extremely rare sneakers shoppers can bid on. For consumers hoping to get their products customized, the store has on-site seamstresses who can perfect items to a shopper’s liking. Adidas has also included a running lab on one floor so those looking to purchase running shoes can take them for a practice run.
Adidas’ newest outlet could give customers a reason to shop in store, rather than online only. For brands looking to take a step into digital, a store like Adidas’ new London flagship could be a great template to follow.