• adidas will be unveiling its brand-new store in the Westfield London expansion on the 20th March 2018
  • This will be the UK’s first stadium-inspired concept store
  • The 1106 SQM store was designed by architect Julius Steinert from DarntonB3 Architecture

adidas has today unveiled plans for a brand-new stadium inspired store in the £600 million Westfield London expansion, opening on 20th March.

The store will be the UK’s first stadium-concept store taking inspiration from the homes of professional sports team around the UK.

Designed by architect Julius Steinert from DarntonB3 Architecture the new store is 1106 SQM and mimics a stadium with tiered mezzanine levels.

The Stadium store concept was first launched in New York in Autumn 2016 and has since then been used for adidas stores across the world. The concept allows customers to experience a new standard of in-store immersion. Customers will arrive in store via a player’s tunnel entrance, with additional concept features including locker style rooms for trying on kit and outward-facing stadium seating allowing views all over the new Westfield London Shopping Centre.

Barry Moore, Brand Marketing Director at adidas, commented: “We’re very excited to be launching our new stadium-style store in Westfield London, the first in the UK. adidas is the creator sports brand and this store will set a new standard for in-store experience, creativity and sport in a retail concept.”

The store opens 10am on Tuesday 20th March and is situated on the corner of the new Westfield London wing, opposite the Food Court. Home to adidas Performance ranges including running, football, training and young athletes as well as Originals and adidas by Stella McCartney, the store will also house state of the art interactive zones for customers to showcase product benefits.

Myf Ryan, CMO of Marketing, Westfield UK & Europe, said: “We’re thrilled that the first UK adidas stadium-inspired store will open within the Westfield London expansion. The arrival of this exciting store will be hugely popular with our customers. We are proud to host another UK first in retail at what will become Europe’s largest shopping centre.”


Above image: Adidas concept store in New York

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