If you’ve ever embarked on a shopping trip only to find you’re still missing that perfect shirt to go along with the piles of new clothes in hand, Adidas built a shop in Berlin to fill the void with a custom sweater that could be yours in a matter of a few hours.
The experimental “Knit for You” pop-up shop was both an Adidas business experiment and a government/academic research project that brings a very personal touch to fashion. For 200 euros ($215), shoppers could customize and design the fit of a merino wool sweater that would then be knitted and finished on site, and ready to pick up within just four hours.
What separates the Adidas experiment from the ‘design your own’ offerings available online is the individual experience that is offered in a physical store. Shoppers enter a dark room that becomes illuminated with pattern options projected onto their body. It is a fully immersive experience that makes each design unique to every customer.
While the “Knit for You” shop was only temporary, Adidas is looking at the concept as a building block for its future manufacturing and retail vision.