The Adidas Group has unveiled a new retail concept called Home Court, which is showcased at its huge concept store in Beijing and will be implemented in 25 stores around the world this year. The group explains that the concept is meant to convey the energy of a game and the thrill of a sports event, while showcasing the brand's authentic sports heritage. A key feature of the Home Court is the bold Arena Façade. The Tunnel Entry is designed like an entrance gate where consumers are welcomed with a sound shower of cheering fans. The company also singled out the Shoebase as a feature with unique interactive elements – particularly the shoe bar, an interactive table with two big touchscreens. When a shopper places a shoe on the table, next to the touchscreen, the bar recognizes the product and a 3-D version of it appears on the screen. Consumers can then zoom in on the shoe, check it out from different angles and learn about the technology inside. A Home Court store will open in Rio in April, followed by others at Bluewater in Kent and Harrods in London. At the same time, the company is multiplying other concepts, for example with the opening of the first Adidas Originals Neighborhood concept in Berlin in March, and Neo stores opening in Poland and the Czech Republic.

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