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Technology has made long strides in the fashion industry; we now live in an age of virtual runway shows and CGI models. It was inevitable that hi-tech gizmos and hacks would trickle down to the level of average consumers, forever altering the way they shop. Leading the charge in the UAE is Adidas.
When the German shoemaker announced the opening of the region’s first flagship store, expectations were justifiably high. However, when the 16,000-square-foot space opened its doors in The Dubai Mall in the middle of March, the results were astonishing. Bristling with technology and putting the customer front and centre in every aspect of the store, it not only looked dazzling, but also revealed a totally new shopping experience.