The German sports brand Adidas have relocated the new store to 425 Oxford Street, right across the street from Selfridges, and said that the store will act as a “hyper-local hub for consumers; providing a platform activations, events and artist collaborations”.

Spread across four floors, the 27,000-plus sq ft store features 30 overlapping semi-transparent LED screen across its first and second floor which will be used to highlight content that “brings the Adidas products and campaigns to life”.

In terms of digital innovations, the new store also features ‘The Base’ – an interactive space of LED flooring and walls, which will feature interactive games for customers and allow them to “create a movement pattern, download it have it heat pressed on to a t-shirt”.