At Westfield, although of course we still have some tourists, we want to talk to those consumers who live in the city. We might only have 10 or 15 minutes to get their attention and talk to them about what we want to talk about. When weвЂ™re talking about the consumer, on Fifth Avenue we have a lot of tourists.

The New York store is close to 43,000 sq ft, so to go to Westfield London, we had to scale the concept down. WhatвЂ™s different about the Westfield store? It is about engaging and finding what consumers need to ensure their best performance. We take them to the Test and Create areas throughout the store and ask them, вЂњWhat do you need? What are you looking for?вЂќ We take runners to the treadmills and ask whether they normally run 5k or 10k, and how often.

We are representing where athletes go to prepare for their game.Д«ehind the stands, they can find everything they need for their best performance. The stadium concept takes them behind the stands вЂ“ making the city the playing field. We wanted to showcase the unique spirit of the stadium in an active, urban way and recreate the mindset of our consumer, the athlete. Sport has the power to change lives and the stadium is the manifestation of where you can do sport. Behind the design: Oliver Fehl, senior director retail concepts, Adidas

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