The world's most connected adidas brand experience in Dubai

Connected retail design concept for the adidas community

Hyper-connected and highly sustainable, adidas DXB is the experimental centrepiece of Dubai Mall. We collaborated with the adidas team to bring together all that we know about the Dubai consumer and global retail design trends, informing the brand's most connected customer experience to date. Strategically creating new ways of drawing customers in-store and debuting next-level omnichannel retail design.

A creative brand experience design like no other, their first Flagship store in the Middle East has been designed to inspire consumers and continues to push adidas’s brand experience to attract new, global audiences. Here shoppers can try on apparel in immersive RFID powered fitting rooms or use the smart ‘bring it to me’ app feature, wherever they are in the store. From customising products in the Maker Lab to learning about sustainable activism, our localised store concept is the pinnacle of retail service design. Visitors can also bring their favourite sneakers back to life at the Crep Protect service experience in-store.

Localised limited editions: adidas DXB Shop is a curated showcase that lies at the heart of this new creative retail concept.
Experiential marketing design in-store: Immersive digital ceilings communicate brand DNA and campaign content throughout.
Rule-breaking creative retail design: Moving away from campaign and product-led window displays, we created a sneaker cleaning experience in the atrium of the space.
Planning for the future, acting now: our sustainable retail design concept also features a dedicated area for sustainable collections and local eco-activism.
Elevating sustainability: our brand experience design studio created a space in-store where influencers and the brand can educate around reuse, remake and recycle.
Alive and connected: In-store a digital football boot wall brings technical product content to life via the latest RFID technologies.

The technologically advanced store blurs the lines between the physical and digital realms, providing a snapshot of the future of retail - setting the bar high for its counterparts.


Stitch-up, look sharp: customise products in The Maker Lab using the latest in technology, such as laser engravings, printing, embroidery and so much more.
Localised sportswear retail design: our global retail design agency took inspiration from the cultural context and design scene of Dubai with rich materials, colours & graphics.
Seamless omni-channel design: RFID powered fitting rooms provide a truly connected brand experience, with customers able to change backdrops and browse product styling content via smart mirrors.
'Bring it to me': the adidas Originals app has a smart concierge feature where you can request products to be brought to you on the shop floor or directly to the fitting rooms, delivering an enhanced customer experience.
adidas speaks Dubai: In-store warmer tones and rich materials were used to elevate the retail interior design language.

Talk to us about breaking into new retail markets

Looking for a global retail design agency to lead your expansion plans, 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 retail design inspiration.

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