Adidas LDN – our store of the year
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Retailers regularly spruik the line of ‘reimagining retail’ when launching a new concept store – but the new Adidas LDN flagship genuinely delivers on that promise.
The four-story Adidas LDN (London) store features a myriad of unique shopper activations and experiences which make it stand out from rivals like Nike’s Houses of Innovation in Shanghai and New York, and Puma’s own flagship alongside on Fifth Avenue. The Adidas LDN store may be a latecomer to the party, but it outperforms its rivals by truly embracing customer engagement.
Adidas has created a space to cultivate London’s creative scene, with the store housing installations and artworks from local artists and featuring products designed exclusively for the store. Keeping the theme localized, the German brand has a team of staff that collectively speaks 31 different languages to cater to the 20 million tourists of London.
There are many interactive action points across each floor with the MakersLab being one of the focal points of the store. The customization section not only allows consumers to personalize football jerseys but opens up the creativity to people of all ages with its workshop area. Apart from artist-led group classes, customers can choose from the pick-and-mix of patches to add to their newly purchased garments on the spot.
Shoppers can also immerse themselves in the in-store experience by testing their new kicks on a treadmill run, signing up for a fitting appointment with an expert, or attending regular community events.
Magical experiences
The Adidas LDN store did not win this store race without help from a team of retail-tech experts. One of its foremost innovations is its smart fitting rooms with interactive mirrors, powered by RFID through Avery Dennison’s intelligent labels, Detego software, Pyramid Computer and Nordic ID.
When a customer walks in, the mirrors detect the item via its RFID tagging and display product information subtly but resourcefully on the mirror – providing an instant magical experience. The customer can call for assistance from staff, requesting sizes and colors without leaving the room. Personal services such as fitting appointment with experts and tailors are also available in-house – highly unusual for a sportswear brand.
“Keeping the theme localized, the German brand has a team of staff that collectively speaks 31 different languages to cater to the 20 million tourists of London.”
Additional fitting rooms with LED screens provide a vibrant and dynamic Instagrammable backdrop for the Gen Zs looking to show off their new Adidas gear.
The digital innovation continues through Adidas’ omnichannel app. Apart from being able to shop within and book sneaker-cleaning services, the app enables geo-tracking for staff in-house to locate the consumer in-store for additional assistance. The “Bring It To Me” feature allows shoppers to scan products, request size and purchase on the spot without queuing – removing the need for designated cashier spaces.
Realistic augmented reality features are also available within the app’s product pages for their signature shoe collections such as the Alphaedge, Gazelle, Superstar or Stan Smiths. Provided by Vyking, the AR technology allows the user to try on shoes virtually atop the consumer’s feet and project the shoe realistically in 3D, complete with its detailed textures.
Sneakerheads can also book reminders for upcoming sneaker drops through the app or by interacting with the digital “Hype Wall” to preview pending collections.
Adidas has always been a leader in sustainability efforts. Aside from its long-term partnership with Stella McCartney, an advocate and environmental enthusiast alongside its successful recycled ocean plastic Parley line, the brand has just launched the second generation of its first 100-per-cent recycled performance running shoe that once again, can also be recycled. Adidas has also pledged to eliminate virgin polyester in its products and to use only recycled plastic by 2024.
In-store, more than 100 of its digital touchpoints are fully powered by green energy. Prompted by the London mayor’s water-fountain initiative to cut down on plastic waste in the city, shoppers can refill their water bottles through fountains scattered around the store.
The new Adidas LDN store did not make my Store of the Year just for building a large-scale flagship. Unlike many flagships more often than not designed for marketing purposes, this store was truly designed with the consumer in mind.
The entire store concept – from interactive workshops and events to the technologies embedded – fully elevate and improve the customer journey. It is a must-see store
Questions & Answers
Q.What kind of technological features does Adidas LDN use to enhance the shopping experience?
What kind of technological features does Adidas LDN use to enhance the shopping experience?
The store uses smart fitting rooms with RFID-powered interactive mirrors, an omnichannel app with geo-tracking and a 'Bring It To Me' feature, and augmented reality for virtual shoe try-ons. Digital touchpoints are also powered by green energy.
Q.How does the Adidas LDN store incorporate local elements and community engagement?
How does the Adidas LDN store incorporate local elements and community engagement?
The store cultivates London's creative scene by housing local artists' installations and artworks, and selling store-exclusive products. It also features artist-led workshops, community events, and staff speaking 31 languages to cater to tourists.
Q.What are Adidas's sustainability initiatives mentioned in connection with the store?
What are Adidas's sustainability initiatives mentioned in connection with the store?
Adidas aims to eliminate virgin polyester and use only recycled plastic by 2024, building on its Parley line and recycled performance running shoes. In-store, digital touchpoints use green energy and water bottle refill fountains are available.
Reader pulse
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