This week, Oxford Street has seen the grand opening of the new Adidas flagship store, replacing its previous retail space with a 2,500 sq ft immersive shopping experience.

The four-storey shop uses digital innovation to create a unique shopping experience, with a new focus on in-store expertise to set new benchmarks in retail. The ‘Bring it To Me’ app allows shoppers to scan products on their mobile, where you can check stock, request your size and purchase the product on the spot. The app allows shoppers to browse and purchase products individually with little need for assistance, unnecessary queueing or specific collection points. Technology in store works in sync with the app, with over 100 digital touch points through the store being powered by green energy.

With sustainability in mind, designers of the flagship have also kept green thinking a priority, using recycled plastic, foam and textiles within different elements of the space.

The store also engages with customers through their exciting visual displays, such as the ‘Hype Wall’ which features a holy grail of rare sneakers that visitors can actually bid on. The wall also makes it easier for sneakerheads to get reminders of the biggest upcoming drops. Specific areas have been carved out for adidas brands such as Adidas Originals, Adidas Football, Y-3, Stella McCartney and YEEZY. Adidas Football is placed at the front of the shop alongside an installation made with the latest Messi 15th anniversary boots. Another distinguished installation is the giant trefoil Union Jack with is made of the flags of 1,000 different countries, representing the brands diversity and the ‘city of a thousand nations’.

“In an increasingly digital world, at Adidas we feel that physical experiences and interactions are vitally important. Our new LDN Oxford Street store allows us to show our consumers everything Adidas stands for as a creator brand. It gives us a hub for all our creatives in London and a venue to work with athletes, artists and thinkers and shows customers first hand how many of our products and content are created by working together with Londoners.” Explained the vice president of Adidas.