On October 24, Adidas opened its new four-floor Adidas LDN flagship store on London’s Oxford Street. The Coresight Research Team visited the store shortly after its launch to see what new and exciting features it offers. Adidas says:

The new Adidas LDN Flagship store on Oxford Street is a home for creativity, born from London, that combines digital innovation, unique shopper experiences and a focus on in-store experts to create a new benchmark in retail.

The store brings together a brand-building experience, digital integration and product customization. It is the latest example of "spectacular retail"—experience-rich brand flagships that offer a huge choice of product and add-ons such as personalization. We identified this as one of our retail trends for 2019. Store Features Digital Integration: The store offers a “Bring It To Me” service. Using geolocation and the Adidas app, customers can request a store employee to bring them an item that they have found in the app. Shoppers can also scan products to check stock, request products in their size and purchase on the spot using the app. Sneaker fans can set reminders for upcoming releases via the Adidas app using a Hype Wall digital display in store. Radio-frequency identification-enabled fitting-room mirrors recognize products and provide additional information, and shoppers can ask for different sizes and colors without leaving the fitting room using the Bring It To Me service. According to Adidas, the store has over 100 digital touchpoints, designed to improve the shopping experience and inspire creativity among shoppers. Services and Customization: Adidas LDN offers in-store services that include product personalization at the MakerLab customization hub and a sneaker cleaning and servicing department from Crep Protect. Shoppers can test products in the Running Lab. Experiences: In “The Base,” shoppers can take part in product experiences, product activations and interactive challenges in an “immersive environment” made of LED screens and flooring that can change mood and purpose at the click of a button. Localization: The store features installations and artwork from London artists on each floor. It also includes locally inspired products that are exclusive to Adidas LDN. This Is What We Saw Soccer features prominently in Adidas LDN, leaning heavily on the brand’s sponsorships in the sport. [caption id="attachment_99554" align="aligncenter" width="700"] Source: Coresight Research[/caption]   [caption id="attachment_99555" align="aligncenter" width="500"] Source: Coresight Research[/caption]   The in-store MakerLab offers product customization. [caption id="attachment_99556" align="aligncenter" width="700"] Source: Coresight Research[/caption]   [caption id="attachment_99557" align="aligncenter" width="500"] Source: Coresight Research[/caption]   Adidas LDN features localized merchandising. [caption id="attachment_99558" align="aligncenter" width="700"] Source: Coresight Research[/caption]   [caption id="attachment_99559" align="aligncenter" width="700"] Source: Coresight Research[/caption]   The store offers a huge choice of products to help brand building. [caption id="attachment_99560" align="aligncenter" width="700"] Source: Coresight Research[/caption]   [caption id="attachment_99561" align="aligncenter" width="700"] Source: Coresight Research[/caption]   Innovative displays continue outside the store, on Oxford Street bus stops. [caption id="attachment_99562" align="aligncenter" width="500"] Source: Coresight Research[/caption]