Adidas unveils new high-tech Oxford Street flagship store

A huge Adidas flagship outlet opening today in Oxford Street will be the most technologically advanced of any of its stores in the world, the sportswear company announced.

The four-storey, 27,000 sq ft store opposite Selfridges replaces a smaller one next door and has been branded “adidas LDN”. Innovations include interactive mirrors in changing rooms that allow shoppers to order different sizes direct from the stockroom.

The new store will also pioneer a ‘Bring It to Me’ feature which uses in-store geolocation tracking to allow shoppers to scan products, check stock, request their size and purchase on the spot as they shop without the need for queues or designated collection spaces.

One changing room also features a giant LED screen showing Arsenal’s Emirates stadium that allows those buying kit to create selfies of themselves running out on to the pitch.