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'Ohh la la' JudgeGill's latest designfor Adidas opens in Paris

'Ohh la la' JudgeGill's latest designfor Adidas opens in Paris

Posted by: Creativematch Graduate Recruitment | Date added: Wed 08 Apr 2009

The latest retail innovations developed for adidas by Manchester-based environment design specialists JudgeGill have been met by rave reviews following the opening of adidas’ first European Signature Store in Paris, France, last month.

After the success of its inaugural Signature Store in Bejing, which opened just prior to the Olympic Games in 2008, adidas’ second store that houses all of its Performance and Style brands and products under one roof has opened on the Champs Élysées in Paris.

As the lead agency for adidas retail design, JudgeGill was responsible for the store design and layout, all elements for the adidas Performance, NBA and adidias by Porshe Design brand areas, all visual merchandising, navigation and communications and the male and female section showcase stage areas. This is the first installation of the new fixture concept for adidas by Porshe Design collection.

JudgeGill has also installed the latest version of its acclaimed miCoach Core Skills retail experience, which it developed for adidas as part of the brand’s 2012 retail strategy.

David Judge, creative director at JudgeGill, explains: “Core Skills invites visitors to test their core athletic skills using a range of exciting, interactive tools. It’s based on three core athletic skills common to all sports. The store also offers mi adidas that provides foot scanning analysis to customise trainers to an individual customer’s needs.”

He added: “Core Skills not only engages the consumer with the adidas brand, but provides a tangible benefit by helping them to see the advantages of playing sports and improving fitness. It’s also a powerful CRM tool, proving ongoing contact with people who visit the store. In addition, data from Core Skills is fed back to adidas sports labs to help them make even better products tailored to the needs of today’s consumer.”

JudgeGill has worked with adidas for the past five years. It has been instrumental in shaping the brand’s retail strategy for its Sports Performance offer and aiding adidas’ move from a wholesale to retail brand. As part of its remit to develop retail and non retail services in store, JudgeGill also delivered in store experiences that bring the brand’s quarterly marketing campaigns to life in the retail environment, with the Paris campaign being ‘Feeling The Benefit’.

The new-look interior that conforms to the new Signature Store design has been developed in the brand’s existing French flagship store, which was heralded as the world’s largest Sport Performance store when it opened in September 2006 and housed the very first mi Innovation Centre.

 


 


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