Business Insider reports that Adidas has opened what the publication describes as Europe's first interactive virtual-reality store, in conjunction with the re-opening of the brand's flagship store in central Stockholm. The accompanying website, 360conceptstore.com, is in Swedish. It takes the viewer on a tour of the flagship store filmed with a 360-degree camera, with limited interaction only available so far. The viewer can tilt the camera and check out the products worn by the presenters, for example. A retail marketing activations manager at Adidas is quoted as saying that it wants to add interactive elements and eventually erase the line between digital and in-store experience.

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