The third chapter in our FRAME Views: Connected Retail series zooms in on multi-sensory installations at Adidas’ Beijing flagship, developed by YSPractice and Output. The works show ways in which retailers can leverage digital experiences to forge stronger real-time connection with consumers.

A voting station built-in with chances to win exclusive brand offers, event-oriented and AR portal and a sound garden where customers can co-create a music video: these installations are all part of the experience at sportswear brand Adidas’ Beijing Santilun flagship. Studio YSPractice teamed up with the label and digital experience platform Output to conceive the series of phygital activations. Each embodies the core Adidas values – technology and innovation, sustainability and cultural inclusivity – and are part of a new strategy to elevate the customer experience at the brand’s stores. ‘[Consumers] are looking for the sensory experiences – for the memory,’ says Tingting Yu, interior design director at YSPractice. ‘We have to use multiple tools to activate those sensory experiences. It’s very important to understand how shopping behaviour evolves through time and by culture, and how it shapes retail design.’