Adidas unveils new high-tech Oxford Street flagship store

“The new adidas LDN store is more than a retail experience of the brand, it’s going to be a beacon for us in the city"
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A huge Adidas flagship outlet opening today in Oxford Street will be the most technologically advanced of any of its stores in the world, the sportswear company announced.

The four-storey, 27,000 sq ft store opposite Selfridges replaces a smaller one next door and has been branded “adidas LDN”. Innovations include interactive mirrors in changing rooms that allow shoppers to order different sizes direct from the stockroom.

The new store will also pioneer a ‘Bring It to Me’ feature which uses in-store geolocation tracking to allow shoppers to scan products, check stock, request their size and purchase on the spot as they shop without the need for queues or designated collection spaces.

One changing room also features a giant LED screen showing Arsenal’s Emirates stadium that allows those buying kit to create selfies of themselves running out on to the pitch.

“The new adidas LDN store is more than a retail experience of the brand, it’s going to be a beacon for us in the city,” said Chris Walsh, VP Brand, adidas North Europe in a statement. “Whether it’s designing in the MakerLab, finding the perfect footwear in the Running Lab or competing in The Base, this is a place where communities from all corners of London and beyond can come together and create.”

The opening will be marked tonight by a party attended by stars such as model Jourdan Dunn.

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