Adidas installs Virtual Footwear Wall

Adidas has installed a first of its kind, Virtual Footwear Wall,

at its flagship London store, Oxford Street.

The interactive installation allows consumers to pre-order new footwear via a fully immersive experience.

Being first trialled on a new footwear boot, customers can rotate, use multiple angles, zoom in and watch supporting video material. The VFW uses touch screen and precision real-time 3D rendered products to enable customers to select footwear on a virtual shelf.

Chris Aubrey, VP of global retail marketing at adidas, said: "The Virtual Footwear Wall shows adidas to be pioneers of innovation in retail – giving our customers a unique and cool experience that only adidas can give. Until now, limited retail space has restricted customer’s in-store choices, but The Virtual Footwear Wall has been designed to give our customers more choice at all of our stores – however big or small. We are really excited about giving our customer’s the chance to be a part of this exciting evolution in the retail experience."

Adidas plans to roll the technology out to its global network of stores from next year and will continue to develop the technology.