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Written by
Time Out
Posted: Thursday,
21 November 2019
The first thing to know about adidas LDN’s technologically advanced Oxford Street hub is that it’s way more than a store…
Inside London’s super-futuristic new adidas store
Interactive mirrors in changing rooms. In-store geolocation tracking. Trainers made from liquid, light and oxygen. There’s no doubt about it: this is the most futuristic store adidas has ever created – and quite possibly, London has ever seen.
Located on 425 Oxford Street and covering a whopping 27,000 square feet and four floors, adidas LDN is the brand’s new flagship which has to be seen (or, shopped) to be believed. It’s worth a visit whether you’re in the market or not for new threads or trainers (although once you’re there, it’s pretty hard not to want to take everything home) – and it will also be hosting a whole range of eye-opening events from now until Christmas.
Want more of an insight into just what is so advanced about adidas LDN? Let’s break it down further…
Imagine this: you take a T-shirt off the shelf (let’s say a Stella McCartney design, why not?) and you take it to the changing rooms. You put it on a hook, and boom: information appears on the mirror about your T-shirt, including its key features, size and colour. These digital mirrors use RFID technology to recognise the product – and you can even interact with the mirror to request a different size or speak to a member of staff. Told you it’s clever.
1 Very clever mirrors
Download the adidas app and you’ll find that your shopping experience is about to get really, really advanced. Like one of the trainers you see? Here’s where the ‘Bring it to Me’ function comes in. Take a picture of the trainer, select your size, and a store assistant will bring it straight to you. And there’s no need to hang around: the tech will track you using GPS beacons within the store, so you can continue to browse. Our tip: check out the sustainability section, including its fully recyclable trainers.
2 An app that makes shopping way easier
Always dreamed of having your own adidas design? Get yourself to the back area of the ground floor and start moving. You’ll find a digital floor, where your movement creates a unique design thanks to an advanced tracking system. The artwork – which has your choice of adidas logo, plus background colour and design – can then be printed over at the Maker Lab and put on a T-shirt of your choice for you.
3 The ability to create your own design
Want to see the future of running? It’s right here. adidas is known for pushing the boundaries when it comes to, well, pretty much everything it touches – and a prime example of this is its shoe. These feature a 3D-printed midsole, created with liquid and oxygen.
4 Shoes made from light, liquid and oxygen
adidas LDN is not just a store: it’s a space where you can create and learn. Expect everything from talks by inspiring Londoners (on December 11 there’ll be a panel on women’s rugby) to workshops where families can customise old apparel to create sustainable second-hand threads. On December 1 and 10, adidas LDN will host The Wrap Fest in the Maker Lab, where you’re encouraged to wrap your presents using custom-made paper designed by Kazvare, while listening to tunes from DJs.
5 Awesome events
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Visit John Lewis & Partners Oxford Street
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Visit John Lewis & Partners Oxford Street
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Discover more
Visit John Lewis & Partners Oxford Street
Discover more
Read more about Adidas LDN here or visit at 425 Oxford Street
And that’s far from everything, folks. In the basement, you can get your trainers cleaned with a personalised service – and on the ground floor, you can check out the collaborations between adidas and local artists and illustrators. See you there, London.
Zine-making Workshop
Book now
Thursday December 19
1-6pm
There’s something incredibly satisfying about creating your own magazine: the possibilities are virtually endless. Here at the MakerLab, you’ll be provided with materials – all you need to do is bring your ideas.
Book now
Here’s something you might not know about adidas: it collaborates with the International Space Station!
To celebrate, it’s launched an interactive, futuristic
area of the MakerLab called Space Race. Walk into
the store and you’ll find yourself immersed in an area where you can learn about the brand new Ultraboost 20 shoe. Then, head to The Base and step onto an anti-gravity treadmill. It’s designed to give you a feel
for just how advanced adidas’s Boost technology really is: you’ll feel like you’re jogging through space!
6 Space-age pop-ups
Here’s something you might not know about adidas: it collaborates with the International Space Station! To celebrate, it’s launched an interactive, futuristic area of the MakerLab called Space Race. Walk into the store and you’ll find yourself immersed in an area where you can learn about the brand new ISS ULTRA shoe. Then, head to The Base and step onto an anti-gravity treadmill. It’s designed to give you a feel for just how advanced adidas’s Boost technology really is: you’ll feel like you’re jogging through space!
5 Awesome events