by Miryam Muller in ,

Adidas has installed a first of its kind, Virtual Footwear Wall, at its flagship London store, Oxford Street.

The interactive installation allows consumers to pre-order new footwear via a fully immersive experience. Being first trialled on a new footwear boot, customers can rotate, use multiple angles, zoom in and watch supporting video material. The VFW uses touch screen and precision real-time 3D rendered products to enable customers to select footwear on a virtual shelf.

Chris Aubrey, VP of global retail marketing at adidas, said: “The Virtual Footwear Wall shows adidas to be pioneers of innovation in retail – giving our customers a unique and cool experience that only adidas can give. Until now, limited retail space has restricted customer’s in-store choices, but The Virtual Footwear Wall has been designed to give our customers more choice at all of our stores – however big or small. We are really excited about giving our customer’s the chance to be a part of this exciting evolution in the retail experience.”