adidas LDN is the brand’s new London flagship store. The store sits across four floors of retail space – totalling 2,500 sq metres – at 425 Oxford Street. The store features lines from the breadth of the adidas brand, with a huge range of style and performance products for men, women and kids.

The store has been designed to act as a hyper-local hub for consumers; providing a platform for activations, events and artist collaborations throughout. Inspiration has been taken from local London building textures and features.

The 8m entrance concertina doors feature grating and elements of bronze inspired by its iconic Oxford Street surroundings. Design features from the original façade of the building have been left exposed inside the store as a nod to the building’s heritage.

An artistic installation made from 30 partially overlapping semi-transparent LED screens sits across the 1st and 2nd floor of the store – visible from inside and outside.

The screens alternate between content that brings adidas products and campaigns to life as well city-inspired content created specifically for the installation. The basement floor is dedicated to adidas Originals and introduces a new concept: The Collection

The Collection design is inspired by the adidas archive housed in the brand’s Herzogenaurach HQ. Archival racking has been used to enable a flexible space for events, showcases and activations

Items from the adidas archive are also on display in the room. adidas LDN features the widest selection of licensed football apparel in any store across Europe. The shirts of all adidas UK clubs as well as key European and Global partner clubs can be purchased in-store via a vending-machine style installation

SUSTAINABILITY

  • adidas LDN is 100% powered by green energy and employs a BMS System to ensure the energy efficiency of the store
    • Double height windows around the building are part of an effort to maximise natural light in the store
  • The new store has BREEM certified sustainable materials used throughout:
    • All hangers are created from recycled fabrics and plastic
    • Seating benches have been created from plastic waste that can be recycled an infinite number of times
    • Benches in the kids section have been created using footwear waste
    • Dwell furniture has been created with high density recycled foam
  • The Base features LED flooring and walls that enable changing the mood and look & feel of the space with one click
    • It features interactive agility games related to football, tennis and basketball (The London Challenge) that use real movement patterns from each sport
    • It also features an interactive creation game (The Creators Court) that enables customers to create a movement pattern and then download it and have it heat pressed on to a t-shirt in the Maker Lab
    • The space will also be used for activations and events
  • ‘Bring It To Me’: using the adidas app consumers can for the first time check their size in real-time and request it no matter where they are in-store without it interrupting their shopping experience
    • Beacons throughout the store are used to geolocate the customer and allow store staff to take the product to them
    • Messages sent between store staff and the customer are automatically translated, with all major languages covered
    • The technology removes the need for queues and designated pick-up areas
  • The Hype Wall on the ground floor of adidas LDN will provide information on current and upcoming sneaker releases and allow adidas app users to book in reminders for upcoming releases via QR codes
  • The store experience on the adidas app also includes an appointment booking system within the services section.
  • All changing rooms on the 1st and 2nd floors feature RFID-enabled mirrors
    • Tags on all items feature RFID technology that will activate further information to be provided on the mirror
    • Consumers can then ask for different sizes and colours to be brought to them without leaving the space
    • On the first floor football area, an immersive changing room mirror allows users to put themselves into a number of different scenes – including Arsenal’s Emirates Stadium – and take a selfie of themselves in that environment

DIGITAL INNOVATION

SERVICES

  • There are a number of in-store services that users of the adidas app can book in while in-store or before visiting the store
  • In the basement floor Crep Protect and adidas LDN have teamed up to provide a sneaker cleaning service to help prolong the life of consumers footwear
    • Visitors can book in a range of services including a full clean up or a quick in-store treatment
    • For those having a faster treatment, they will be offered adidas slides to wear while they wait so they can browse the rest of the store
  • On the women’s floor appointments can be booked for bra-fittings from a world renowned team of experts
    • Staff within the store have been specially trained to create experts in fitting
    • The “ALPHA for Women” program is a 12-week training program designed to deliver an elevated consumer experience
    • Program created from the insight that a high percentage of women wear the wrong sized bra
  • Running Labs are situated in store available for consumers to try out adidas product
    • Screens in front of the treadmills show a London backdrop, which moves faster when the participant runs faster
    • Participants will also be given an automatically generated digital takeaway from their run that they can post on social media
    • Appointments can be booked via the adidas app

CREATIVITY + CO CREATION WITH THE CITY

  • The MakerLab provides a new, more engaging way of co-creating with consumers
    • It will feature a range of personalization and customisation options from flocking, embroidery, artistic heat-pressing and mini shoe sessions
    • The space will also host workshops educating consumers on how to modify their own garments
  • Following the opening there will be a number of activations and events taking place in The Base and MakerLab – with over 15 events taking place in the first month of opening
    • Events will include running and training sessions from the adidas runners LDN club and adidas Women’s Studio team takeovers
    • Appearances from adidas athletes and entertainment stars
    • Workshops on topics including sustainability and design.
    • Competitions and activations within The Base testing attributes like agility and speed
    • Regular customisation and styling sessions
  • adidas LDN had been designed to provide a platform for creativity in London and features commissioned works from London artists and creators throughout
    • Artists include Freehand Profit (Gary Lockwood), Haus of Lucy (Lucy Bryant), James Dawe, Amber Anderson and Hatch (David Smith)
  • The ground floor of adidas LDN will feature a section dedicated to product inspired by the city
    • Product will be apparel only and will feature ‘ adidas LDN’ on it