On October 24 adidas will unveil the newest in interactive high-tech design at retail, the adidas “mi Innovation Center” (mIC). The first of its type, the center will be located in the new adidas Sport Performance store in Paris, France on the Champs Elysees. The store will open to customers the following day.
The adidas “mi Innovation Center” design is a large-scale, futuristic computer that provides a focal point of innovation and interaction for consumers. The mIC offers consumers customization in technology, style, and design, using innovations such as a configurator, laser and infra-red technologies, commands generated by gesture translation, a virtual mirror, a digital 3-D universe and radio frequency identification.
“Our adidas Sport Performance Stores are an important communication platform where we can showcase the breadth and depth of the adidas brand while offering consumers a unique and innovative setting with specialty services including the new “mi Innovation Center,” said Karen
Feldpausch-Sturm, Senior Vice President of Global Retail for adidas. “The “mi Innovation Center” will change the way consumers shop and their expectations at retail. It is a true first and we are thrilled to premier the mIC in Paris offering customers a whole new dimension of interaction with adidas products.”
adidas plans to open additional centers in major metropolitan areas around the world over the next few years.
DESIGN
“The biggest challenge for us in designing the adidas “mi Innovation Center” was to strike the right balance between a futuristic look, ergonomics and functionality in a retail environment,” said Heinrich Paravicini, CEO of MUTABOR Design. “The use of matt and gloss in the black surfaces creates a mystical atmosphere and lends great depth and
perspective to the objects. Apart from the formal aspects of the mIC design, what is particularly noteworthy is the complex synergy of media technology, interfaces, software, furniture, ergonomics and didactics. It is the combination of these elements in the overall design that makes for a winning concept.”
FEATURES
A large glossy, black cube is the focal point, or nerve center, where all information in the mIC is assimilated. It serves as the hub of intelligence to which all paths lead and where all strands of the story merge.
In one terminal of the cube, customers can customize their own “mi adidas,” via a high-tech process that enables the individual to get the same VIP treatment as elite level adidas athletes. Running, tennis, training and soccer options are available. Consumers can customize their footwear both aesthetically and based on their personal fit and performance needs. First consumers run towards the “cube” on a computerized catwalk, followed by a virtual runner to record their style of running. Sensors embedded in the track record the pressure of their footfall and gauge the individual's running posture.
Next, the consumer can customize the shoe aesthetics to their exact specifications. A large flat-screen configurator allows him/her to alter the finest details of the shoes by simply pointing a finger to the screen. Laser and infra-red technology then translate the gestures into
commands. Next he/she can see their personalized shoe on their own foot via a virtual mirror – it's deceptively real, without even removing ones shoes! This is done with camera tracking and highly specialized software merging a digital 3-D model of the shoe with its mirror image. Lastly,
the consumer can place an order for their individually designed shoes and in a few weeks they will be delivered to their doorstep.
At the next terminal, the customer enters the “Info Space,” a digital 3-D universe where adidas innovations and films can be enjoyed, in real time, by simply pointing at the desired objects.
In addition to the “cube” the mIC also has a “Consulting Zone” and a “Scan Table” displaying information about the newest adidas footwear styles. At the table, a sliding carriage can be moved over the desired shoe and then specific product information will appear on the screen via
Radio Frequency Identification (RFID) technology.
SERVICE
Throughout the mIC experience, customers are accompanied by specially trained “adidas experts” who, like a personal trainer, advise on nutrition, exercise and products. With a portable hand-held PC, the “adidas experts” record his/her personal details and desires, creating a user profile that he/she can view at their convenience via the internet.
Personalized customer service is a critical component in this 'shop of the future'.
