Building the Ultimate Adidas Experience at their London Flagship Store
DB3 assisted in the creation of an exciting retail experience and innovative hub at Adidas Oxford Street. The store now showcases the brands latest and best-selling products with a tech-driven customer journey.
The Brief
DB3 was engaged by adidas AG to provide a multi-disciplinary design service to assist in the relocation of their London flagship store from its current position on Oxford Street to larger premises at 425 Oxford Street, London.
Transforming the Retail Space
Transforming the Retail Space
The selected property consisted of four distinct retail units spanning across the ground and basement levels, along with eight floors of office space above. Grosvenor and Stow, the partners in the joint venture, undertook a redevelopment project on this existing structure to transform it into a Class A Flagship Retail Store, spanning the lower ground, ground, first, second, and third floors, with a shell and core specification.
In addition to this, the shell works also encompassed expanding the property at the first and second-floor levels to create extra retail floor space. These expansions were designed in accordance with our Stage 3 blueprint, featuring the latest flagship concept and entailing numerous structural modifications to the original 1930’s building.
DB3 was responsible for overseeing these operations on behalf of adidas.
Next Step – Retail Fit-Out
Next Step – Retail Fit-Out
DB3 worked with Design Studio Brinkworth under the leadership of the Adidas Global Retail Design Team, providing Local Architect of Record, Principal Designer, M&E, structural (Perega) and fire engineering (DWP Fire Consultant) design services.
The new flagship store spans over 43,000sqft across five floors. Among these, 27,000sqft are allocated for retail purposes, while the remaining space serves as offices and a warehouse.
Inventive Entrance & Ground Floor
Inventive Entrance & Ground Floor
Large folding, sliding gates mark the entrance to the new store on Oxford Street. The entrance area is a flexible, multi-purpose space conceived for changing campaigns and interactive installations.
Towards the rear is ‘The Base’ where visitors can take part in product experiences, activations and interactive challenges in an immersive environment made from LED screens and flooring that can change mood and purpose at the click of a button.
Originals and Y-3 are located at basement level together with the sneaker cleaning service for sneaker heads.
Visionary Floor Levels
Visionary Floor Levels
The first and second levels of the building feature dedicated sections for women, men, and children. Within these sections, you’ll find innovative spaces like the Running Lab and Maker Lab, along with interactive changing rooms. These changing rooms utilize RFID technology in the mirrors, enabling them to recognize the products customers bring in. This technology empowers customers to request different sizes and colours and even ‘project’ various environments and styles as a background.
Enhancing the already spectacular retail experience, the store integrates a wide array of digital tools, including projections, screens, and striking chandeliers, to engage, captivate, and assist visitors and shoppers.
On the third floor, you’ll find newly designed staff offices and amenities, complete with a spacious lounge, showers, and secure bike racks. This area was collaboratively designed by DB3 in partnership with Adidas.
Sedbergh Sports & Leisure Centre in Bradford
Sedbergh Sports & Leisure Centre in Bradford
As Architect and Building Services Design Engineer we recently delivered a state of the art wet and dry sport and leisure facility Sedbergh, find out more in our case study…
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