Project > adidas LDN

Building the Ultimate Adidas Experience at the London Flagship Store

DB3 Architecture assisted in the creation of an exciting retail experience and novative hub at adidas_LDN on Oxford Street in London. The store now showcases adidas’s latest and best-selling products with a tech-driven customer journey.

  • Four-storey, 27,000sqft flagship retail store opposite Selfridges on Oxford Street
  • Big impact retail experience with digital engagement pieces: The “Most Digital Store to Date”
  • Delivered by a multi-disciplinary design service led by DB3
  • Gold Winner of London Design Awards 2020


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 Multiple Retail and Commercial Units into One

Transforming Multiple Retail and Commercial Units into One

The chosen property comprised of four separate retail units over ground and basement and eight floors of office space above. The Joint Venture Partners, Grosvenor and Stow, redeveloped this existing building to a shell and core specification to allow for the creation of a Class A Flagship Retail Store arranged over lower ground, ground, first, second and third floors.

The shell works also included the extension of the property at first and second floor level to create additional retail floor space, which were based on our Stage 3 design, comprised of the latest flagship concept and entailed many structural alterations to this 1930’s building.

DB3 oversaw these works on behalf of adidas.

Next Step – Retail Fit-Out

Next Step – Retail Fit-Out

In Spring of 2019, adidas took possession of the completed building shell, which signified the commencement of the retail fit-out works.

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 consists of over 43,000sqft (4,000sqm) space spread over the five floors, of which 27,000 sqft is dedicated to retail and the remaining space being utilised for offices and 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 floors are dedicated areas for women, men and kids. These areas also boast test and create spaces such as the Running Lab, the Maker Lab and interactive changing rooms where mirrors use RFID technology to recognise products once customers step into the room. The system allows them to request different sizes and colours and ‘project’ various environment and styles on the background.

Complementing a magnificent retail experience, the store employs a huge variety of digital tools, such as projections, screens and chandeliers, to involve, attract and guide visitors and consumers.

The third floor houses new staff offices and facilities including a large lounge, showers and secure cycle stands, all designed by DB3 in collaboration with adidas.

We are delighted to have supported adidas in the successful design and realisation of the store.

Client: Adidas AG
Concept Design: Brinkwork / adidas Global Design Team
Design Development: DB3 / Brinkworth / Quadrant
Local Architect of Record: DB3
General Contractor: Powells
Project Manager/Quantity Surveyor: Mace
Location: Oxford Street, London
Value: Undisclosed
RIBA Stages: 2-6
Date Completed: October 2019
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