Adidas
Sanlitun Global Flagship Store
While online shopping becomes essential, how can we bring consumers back to the physical stores with distinguished experience? YSP team, along with OUTPUT, designed a series of multi-sensory phygital experiences for the upgrade of the Adidas Sanlitun global flagship store. We created a unique shopping journey for each consumer by connecting virtual and reality, past and present through installations. The phygital experiences are embedded with the key values of Adidas, including technology innovation, sustainability, and cultural inclusiveness to individuals and groups.
HYPE 1.1
The ordinary commercial display tends to be linear and forced. The brand usually generates its display strategy from outdated data of the last season, and consumers then make their purchase choices under the influence of a biased display, while the true demands from the consumer end could possibly be ignored. We want to create a new strategy that helps the brand understand consumers’ needs immediately and gives positive reactions timely without bias. From there, consumers get accurate personalized recommendations, along with sensational experiences that upgrade physical shopping.
体验路径 / Procedure
- LED cube displays 3D naked-eye visuals of the brand and products.
- Each capsule contains limited-edition products. Consumers vote for their favorite sneakers to win a chance to purchase the hype product.
- After voting, the shoe rises inside the capsule and the light box above plays animation to celebrate the moment, creating a story of energy transmission.
- Hype is located at the corner of the first floor, away from the main shopping route. The installation is designed to activate this cold zone.
- This is the spaceship that links the past and the future, awakening the classic product and building a new legend with votes, celebrating special moments with consumers.
- This is the 4D interactive installation, which combines digital experience, products, space and time.
- This is the dance of the mechanism with the digital artistic infographic, and each vote contributes to the visual at the moment.
TALK OF TOWN 1.2
Urban sports have always been a key topic for Adidas, and it has been a challenge to build a connection between the online community and offline activities. We opened a portal at the Sanlitun flagship store for consumers to understand the Adidas community and join offline activities all around the city of Beijing. With the theme of Green Beijing, we designed an AR interactive experience with digital multimedia art to present a stronger visual for the portal.
体验路径 / Procedure
- The mirror glass on the left displays Adidas activities around Beijing.
- The digital art display activates all the mark-ups on the map where Adidas activities take place.
- Consumers explore the map with AR interaction and find their favored activities to register and join.
- This is a green-advocacy platform for urban sports, where Green Beijing is displayed through digital art.
- This is the portal that links reality and virtual, where people know about Adidas Beijing activities with AR interaction to initiate their wellness plan.
- This is the smart engine through which the essential needs of consumers are understood, and a sports plan is curated.
- This is the hot spot where sports lovers gather, with online–offline interaction to build the Adidas community.
SOUND GARDEN 1.3
Digital interactive installations have become a trend and a must for commercial stores nowadays. They help bring people into the store and make them stay longer, which gives higher possibilities to purchase. We wanted to design a series of phygital experiences that not only entertain consumers, but also build a channel for the brand to talk to consumers directly and understand their needs through co-creation. Sound Garden is one of them, focusing on the street culture of Adidas: we invite consumers to co-create a personalized music video with the brand through a comprehensive sensory experience.
体验路径 / Procedure
- At the video area, consumers dance with the beats of the background music, and the brand avatar on the screen reflects their dance in real time to produce the album cover and MV.
- At the audio area, two sound tracks are open to consumers: one is the robotic arm playing Adidas products as instruments, the other is the human voice.
- The robotic arm hits the sneaker to mimic the drum, waves the bag like a sandbag, and pulls the zip, editing these sounds into one track with the LOOPSTATION to merge with the background music. The colored light bands around flash with the same beats to enhance the sensory experience.
- Consumers enter the booth to record a vocal description related to their favorite sport and music style. The program edits their voice into a piece of soundtrack work with the background music; combined with the visuals from the motion-sensing area, they receive a personalized Adidas MV.
- This is the street art combining visual and sound, which invites everyone to create as an artist.
- This is the multimedia installation that allows consumers to dance with the machine and the virtual avatar to create a unique MV.
- This is the secret garden for the street artists to get inspired and share their great work.