Athleticwear brand adidas unveiled a global flagship store in Dubai that the retailer calls its most digitally connected and sustainable store in the Middle East. Opening its doors in February 2021, the store is located in the sprawling 15 million-square-foot Dubai Mall mega-complex and is the retailer’s first flagship across the Middle East, India and Africa region.
Boasting more than 60 consumer-facing digital touch points, the new adidas flagship spans nearly 16,000 square feet and is intended to transcend the traditional shopping journey, improve consumer-brand interaction and inspire creativity through a multitude of store activations.
“Our aim was to reimagine the ‘phy-digital’ experience with innovation at its core and offer consumers an entirely new seamless and tech-driven experience from start to finish,” saidAmrith Gopinath, Senior Brand Director of adidas GCC in an interview with Retail TouchPoints.
The store carries the brand’s products across Sport and Style categories, including Football and Sport Performance apparel and footwear, as well as the latest Originals designs and collaborations such as YEEZY, adidas by Stella McCartney, Y-3 and IVY PARK. It also offers the first dedicated Outdoor collection in the region for hiking and trail running adventurers. An area for women and kids features an interactive football and basketball game section, providing an engaging sport experience for young consumers.
But the flagship is designed to be more than a shopping destination, offering customers the opportunity to connect with adidas on a deeper level and immerse themselves in the brand. “It serves as a hub for the community, going beyond the traditional retail experience, as we also use the space to educate consumers on this topic through engaging digital and analog experiences as well as in-store activations,” noted Gopinath.
A Tech-Enabled, Tailored Browsing Experience
The flagship features innovative digital signage technologies, such as digital ceilings and a digital footwear wall, bolstered by the latest mobile technology to elevate the in-store experience. “Beyond some of the physically noticeable digital signage technologies incorporated into the space, it was important to us to improve the overall consumer browsing experience,” said Gopinath.
Through integration with the adidas app, shoppers have access to real-time product scans and a try-it-on feature called “Bring it to Me.” They can check their sizes, request the product they want and have it delivered while browsing the store. Shoppers also can book services through the app and sign up for in-store events.
Technology also allows shoppers to browse through stock, sizes and various products via smart mirrors and immersive screens in-store. An RFID Smart Fitting Room experience features mirrors that use RFID technology to recognize products and provide information, allowing shoppers to request different sizes and colors without leaving the room. These offerings are complemented with immersive fitting rooms where consumers can see what they look like in a real-world scenario by selecting virtual environments on a touchscreen.
The tech features are intended to offer an uninterrupted browsing experience, immersing the shopper and enabling an intelligently tailored store experience that blurs the lines of digital and physical touch points.
Customization, Sustainability and Localized Product Round Out the Offerings
Additional highlights of the flagship include a “MakerLab” located in the center of the store, where customers can showcase their individuality by customizing products through patches, laser engravings, printing, embroidery and more. Acting as a gateway to creativity, this space will be activated regularly with special featured designers.
To further create a one-stop-shop for all sneaker requirements, Crep Protect will be offering a range of services in-store to keep customers’ sneakers “box fresh.”
As the most sustainable adidas store in the region so far, the flagship is LEED Gold-certified and uses an extensive range of sustainable and responsibly sourced materials, including recycled plastic, foam and textiles.
There also is a focus on the local community — including campaign imagery throughout the space that showcases regional talent, from notable female athletes to its adidas Runners community, as well as style and fitness influencers who are associated with the brand. A key component is the “DXB Shop” for products exclusive to Dubai, which will be replenished with limited-edition stock on an ongoing basis.
“The space is accented with items that represent the local community, triggering a shared sense of familiarity and nostalgia that residents who have long been in the city will recognize,”said Gopinath.