adidas to unveil stadium-inpsired store at Westfield London

The players' tunnel entrance

Sports giant adidas is bringing its stadium-inspired retail concept to London with a new store due to open on 20 March at the newly expanded Westfield White City.

Created by architect Julius Steinert from DarntonB3 Architecture, the store will feature tiered mezzanine levels, which mimic the structure of a stadium. Customers will enter the store through a “players’ tunnel”, while changing rooms have been designed in the style of locker rooms.

The concept was first unveiled in New York last year and adidas has been rolling it out worldwide. The Westfield London store will be the first in the UK.

“We’re very excited to be launching our new stadium-style store in Westfield London, the first in the UK. adidas is the creator sports brand and this store will set a new standard for in-store experience, creativity and sport in a retail concept,” said adidas brand marketing director Barry Moore.

Westfield London’s new extension

Myf Ryan, chief marketing officer at Westfield UK & Europe, added: “We’re thrilled that the first UK adidas stadium-inspired store will open within the Westfield London expansion. The arrival of this exciting store will be hugely popular with our customers. We are proud to host another UK first in retail at what will become Europe’s largest shopping centre.”

Work on Westfield London’s £600m expansion began in 2015 and is due to complete this month as the super-mall celebrates its 10th anniversary. Other retailers signed up for the extension include Bravissimo, menswear brands Frencheye and Emperor, along with beauty brands SpaceNK and Urban Decay. In December Primark revealed it would be opening a 70,000 sq ft store in the extension this summer.