Adidas has opened the first virtual reality store in Europe. The store has its own URL at 360conceptstore.com that includes a walk-through of the location in Swedish.
Business Insider said the concept arrives in conjunction with the re-opening of its flagship in central Stockholm.
“The introduction of the 360° Concept Store is in line with our ambition to be in the forefront of the digital shopping experience, which we achieve by adding interactive dimensions to the VR-experience,” said Johan Mårfelt, retail marketing activations manager at Adidas. “For the observer, VR is still to a large extent a passive experience, but by introducing interactive elements that make it possible for the user to be a participant we hope that going forward we’ll be able to erase the line between the digital and physical store experience.”
Photo courtesy Adidas
