Adidas LDN Opens on Oxford Street
25th November 2019
With a prime location on London’s busiest retail strip, adidas have re-imagined the retail experience with their new Oxford Street Flagship Store. As Clients Representative for the project delivery phase Monaghans were part of a highly motivated, intensely collaborative delivery team comprising UK Main Contractor, sub-contractors and consultants together with an array of international suppliers, installers and key stakeholders.
In redefining the role of the retail flagship adidas have considered every facet of the retail store environment creating multiple experiential touchpoints, introducing new innovative concepts and showcasing major cutting edge digital engagement; all of which were delivered through a series of complex direct packages with Monaghans responsible for integration into an aggressive programme, maintaining the fixed opening date and managing expectations across the adidas retail business.
Spread across four floors of retail space, the store features lines from the full spectrum of the adidas brand with Europe’s widest selection of licensed football apparel, vending machine style installation of football shirts from all adidas UK clubs and a dive back into the brand history with display items from the adidas archive.
Taking inspiration from local London building textures and the iconic Oxford Street surroundings, the design features the original façade retained and exposed whilst seamlessly integrating innovative digital concepts into the unique architecture.
LED media screens illuminate the store both inside and out, bringing adidas products, campaigns and London inspired content to life. Interactive mirrors in changing rooms allow customers to order different sizes direct from the stockroom and the ‘Bring It to Me’ feature uses in-store geolocation tracking so shoppers can scan products, check stock, request their size and purchase on the spot, creating a truly unique customer experience.
As well as digital innovations, sustainability has also been a key aspect of the new store, adidas LDN is powered by 100% green energy with sustainable, responsibly sourced materials used throughout.