Page 58 - February 2021

Examples of Technology in Retail
Late last year, Balenciaga, the luxury fashion house An excellent example of store space incorporating
that was founded in 1917 by Spanish designer Cristóbal technology is the Adidas flagship site in London. Branded
Balenciaga in San Sebastian, Spain and is currently based as Adidas LDN, the four-storey, 27,000sq ft space is
in Paris, released its Fall 2021 fashion collection in a most opposite Selfridges, it replaces Adidas’ smaller store that
unique way. was next door to it and features over 100 digital touch
Highlighted in an online article by Dezeen, the points that are all powered by green energy. Not only
collection was presented in the form of a video game, does the store showcase Adidas’ latest and best-selling
which sees players travel through a wonderland-style releases, it also offers a tech-driven customer experience
future world, passing avatars dressed in ripped jeans and – such as an interactive changing room.
metal-armour boots on their journey. The Afterworld: Offering multiple interactive elements, upon entry
The Age of Tomorrow video game was structured over to the unit, visitors can view the latest releases and
five different levels, or zones which the player simply previews of the store’s customisation offering. People
had to walk through, following a predetermined path of can also learn more about the Adidas app and its perks.
glowing arrows. Meanwhile in “The Base”, customers can take part
The adventure began in a Balenciaga retail store, before in product experiences, activations and interactive
players exit onto a city street and hop onto a bus, which challenges in an immersive environment made from LED
takes flight and warps into thin air. While the game is screens and flooring that can change mood and purpose
currently no longer available, a video walkthrough of the with one click.
game is available for customers to view. Guests are also given the option to customise their
The Fall 2021 line, also called Afterworld: The Age of own clothes and footwear, a process that can take
Tomorrow, which is a continuation of its Summer 2021 between 15 minutes and three hours, depending on the
pre-collection shown in October 2020. Avatars were design chosen. This offer of customisation also allows
dotted throughout each virtual level dressed in garments people to bring in used Adidas clothing colleagues to
from Balenciaga’s latest collection. This included oversized, prepare the designs. In addition, the store even offers a
tailored suite made from t-shirt jersey materials that “Running Lab” where customers can run on an in-house
were made to look worn and creased. treadmill that records their run and ultimately helps them
The brand also reimagined 400-year-old steel knight’s decided what type of shoes would be best suited to them.
armour in the form of thigh high boots and stilettos made Already an innovative store space, Nike’s “House of
from a lacquered material, designed to represent fashion Innovation” in New York City is now providing shoppers
as “a type of armour to be worn to protect again the with an augmented reality-based outdoor challenge –
elements of judgement”. Other looks saw ripped jeans within the four walls of the store.
with coloured patches visible underneath paired with In a collaboration with AR technology provider
faux fur and puffer jackets. Hovercraft, Nike created a digitally-enabled discovery

58 RETAIL & LEISURE INTERNATIONAL FEBRUARY 2021