3 November 2006

Adidas sports performance store in Paris: it is all about the interactive experience

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Adidas cube
The Germany-based sportswear brand opened its Mi Innovation Center on the Champs-Elysées. It’s a tech, fashion, and custom-design wonderland, writes Business Week.

“At the futuristic 1,750-square-meter store, the largest Adidas store in the world, shoppers can browse the latest trends (Stella McCartney-designed skiwear and faux fur vests from rapper Missy Elliot) while immersing themselves in interactive technologies.”

“The focal point of the innovation center is a large, sleek black cube. Customers simply point at images on the cube and laser and infrared technologies interpret their gestures, converting them to commands. Radio frequency identification (RFID)-activated monitors give detailed information on Adidas product at the pointing of a finger.”

“Heinrich Paravicini, the director of Mutabor, the German communication design agency that contributed to the design of the cube, says that technology alone won’t draw in shoppers. It’s all about the interactive experience. ‘When people are shopping they don’t want to learn,’ he says. ‘They want to be entertained.'”

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