Premier Retail

Adidas LDN Flagship Store

Adidas LDN
Written by Roma Publications

adidas LDN Flagship Store

A home for creativity, born from London, adidas has reimagined the retail experience with its Oxford Street flagship store.

The store sits across four floors of retail space, combining digital innovation, unique shopper experience and a focus on in-store experts to create a new benchmark in retail. It has been designed to act as a hyper-local hub for consumers; providing a platform for activations, events and artist collaborations throughout.

The new store design has included embedding bespoke innovations into the adidas app, including a ‘Bring It to Me’ feature which uses in-store geolocation tracking to provide an uninterrupted browsing experience. Shoppers can scan products, check stock, request their size and purchase on the spot as they shop without the need for queues or designated collection spaces. Additionally, on the app sneakerheads will be able to book in reminders for upcoming releases by interacting with a Hype Wall digital display on the ground floor.

In The Base visitors get to 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. Along with the MakerLab customisation hub, it will host a programme of regular events to bring creativity back to the heart of Oxford Street.

Just as adidas LDN sits in the heart of London, the city runs through the heart of the store. Bespoke ‘LDN’ product has been designed and will be exclusively sold in-store. Each floor of the store features original commissions from London artists. Most strikingly, a Union Jack installation made from 1,000 national flags celebrates the ‘city of a thousand nations’; a diversity also reflected by an in-store team who speak 31 different languages.

“We’re confident with the new adidas LDN store we have created an unrivalled experience for shoppers, our most digital store ever, a hub of creativity and innovation for the city and the very best expression of our brand all in one amazing blockbuster destination,” Roland Auschel, adidas Executive Board Member, responsible for Global Sales, said.

Chris Walsh, VP Brand, adidas North Europe said: “The new adidas LDN store is more than a retail experience of the brand, it’s going to be a beacon for us in the city. Whether it’s designing in the MakerLab, finding the perfect footwear in the Running Lab or competing in The Base, this is a place where communities from all corners of London and beyond can come together and create.”

Across four floors, adidas LDN features the very best of the brand across sport and style including the widest range of football apparel and footwear, the latest Originals designs and collaborations including adidas YEEZY, alongside adidas by Stella McCartney and Y-3 specific areas.

Throughout the whole store, consideration has also been given to respecting and protecting the environment by using a large range of sustainable and responsibly sourced materials including recycled plastic, foam and textiles. It is 100% powered by green energy and employs a BMS System to ensure the energy efficiency of the store. Double height windows around the building are part of an effort to maximise natural light in the store.

For the latest on the new store please visit and find out the latest calendar of events, opening times and more.

Addidas LDN


Formed in 1985 by Chairman Gordon Wells, Powells specialises in the construction of commercial interiors, priding themselves on delivering tailor made fit outs to suit client’s needs, specifications and corporate identities. Establishing themselves as one of the top 10 shopfitting companies in the UK, Powells provides a one-stop turnkey service from structural new build & alterations, right through to final finishes.

Over the past 35 years, Powells has worked with numerous clients across the retail, leisure and commercial sectors, securing long-lasting relationships with many leading names. Their clients range from high-end names such as Cartier, Harrods, Four Seasons Hotels and Louis Vuitton, to popular high street brands including H&M, Wagamama, Abercrombie & Fitch and now Adidas.

Adidas’ new global flagship site, situated in London’s iconic Oxford Street, was undertaken by Powells mid-June 2019. As a bare concrete shell, the remit was to deliver the build and full coordination of all finishes, including the digital package, successfully completing two days early for the anticipated grand opening on the 25th October.

Powells Contracts Director Mark Higgins said: “This innovative store has raised the bar for the full retail experience with over 100 digital touch points, including cutting edge Fitting Rooms, allowing the consumer to select and order apparel from the comfort of their cubicle.

“It was a fantastic project to be involved in, working with such an iconic brand; this is something we are very proud of and look forward to building on our relationship.”

To find out more, please visit

Addidas LDN

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