We teamed up with adidas to create their London flagship store, celebrating the city’s rich culture and sports heritage.

Across four floors on Oxford Street, we focused on expanding the boundaries of traditional retail with a digitally-enhanced customer experience, blending the adidas app with in-person shopping. In-store geolocation delivers products straight to customers, while RFID mirror technology detects what they are trying on and offers help.

By building on the adidas stadium concept from their New York and Paris stores, we designed the space as a home for youth culture. This puts community at the heart of the store, encouraging visitors to treat it not just as retail, but a place to gather, discover and interact with the brand. Many activation spaces can host product launches, pop-ups, installations and events.