Exploring the new horizons of sport at adidas Sanlitun

An interactive retail-tainment destination

China’s retail landscape is on the very cutting edge of spatial design. For adidas’ revamped Sanlitun Flagship in Beijing, we designed an experiential retail destination to set a new benchmark in this world-leading market. A place to broaden your horizons, rooted in sport, at a landmark space that both lives in today and lies at the edge of tomorrow.

Working with the ambition to be the world’s first Extended Reality (XR) store, adidas Sanlitun blurs the boundaries of physical sports and virtual lifestyles. It offers an experience that is infinite and borderless. A space to play, create and share - on-screen and in-person.

As the authors of the concept vision and designers of it’s dynamic retail interior, we created a highly-interactive brand experience that lies at the intersections of sport, entertainment, innovation and culture. Striving to expand the boundaries of human possibility, whilst uniting people through the power of sport, our experiential retail design concept takes China’s retail-tainment trend to new heights for a new generation of media-rich sports lifestyles.

Creative energy: For adidas Sanlitun's façade design, we took inspiration from the brand's Primeknit weave innovation blurring it with kinetic lighting.
The 'Hype machine': An interactive LED cube surrounded by capsule showcases, allow visitors to buy exclusive goods via the Confirmed app.
Interactive retail experience: A multimedia 'sound garden' invites consumers to interact and dance with avatars to create their own viral music video.
Digital sneaker gallery: Combining physical and digital elements, the sneaker wall provides customers with an artistic, media-rich experience.
Multi-dimensional design: Our retail interior design brings a new level of dynamism, distorting time, space and sport.
Innovation & inclusivity: The brand's ground breaking innovations are on display for all to see and inspire multiple aspects of the design details.
New Horizons: adidas global 'Home of Sport' retail concept is layered with a hyper-localised material palette that purposefully looks to the future.

Talk to us about immersive retail design concepts

Looking for an award winning retail design agency to lead your next store concept project, let's talk. You can also head over to our work page to check out other creative brand experience case studies. And, don't forget to take a look at our Wonder blog for the latest consumer trends and design inspiration.

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