The latest and biggest Adidas store worldwide has opened from more than a month already. Its location? Beijing, of course!
From what we have seen, calling it a store does not do justice to this location. In fact, this is a fully equipped, 34,000 square feet Adidas Brand Center that gives shoppers much more than just products on display. Everything in the store, from retail design to technologies implemented, has been conceived around the idea of providing customers with opportunities for engagement. Customized shoes design realized through holograms, scientific machines testing customers’ fitness and providing training instructions, games on shows…people can just wonder in and live a 360 degree experience of the Adidas brand, its identity and its values.
The key here is to have shoppers connecting with the brand at a deeper level without feeling any pressure to buy. But of course, once engaged by the experience and thus connected to the brand the shopper can easily become the most loyal buyer.
The Adidas Brand Center can be considered one of the best examples of experiential retailing in the Asia. Many others will surely follow as enhancing brand value and making it rooted in the mind of consumers through brand experiences are becoming indispensable prerequisite for succeeding in this fast developing region.