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Design showcase: Adidas puts customer interaction on a pedestal

Sports brand Adidas is drawing customers into its House of Adidas, located with landmark London department store Harrods, with a flexible interactive digital launch area.

The non-transactional feature, designed by Briggs Hillier, uses technology to create high impact visuals and drive interaction. The flexible space features a variety of interactive screens, with three pedestals that allow shoppers to explore different looks using Adidas footwear and apparel.

Shoppers can select up to five different outfits for their ‘story,’ and once an outfit is chosen it is represented, worn by a model, on a large catwalk screen. Shoppers can click individual items to examine them in more detail and find out where they are displayed in-store.

Content on the pedestals is updated on the first day of every month. The area can be used for takeover promotions for new product launches or promotions, and functions as a customer starting point for a journey through the House of Adidas.

The brand is understood to be exploring ways the design could be used in other retail outlets.

Briggs Hillier will be exhibiting on stand H21 at Retail Design Expo 2016