Dubai has held on to its position as a tourism hub which also attracts consumers thanks to the shopping experience at its state-of-the-art malls. The city has started moving towards a new normal in the post-pandemic era, but the need for contactless services has only provided an additional thrust for digital innovation.

Retailer stores like Carrefour have adapted to this environment with services allowing consumers to scan products, pay online and walk out, hence staying in line with social distancing norms. Joining sellers introducing digitisaton to make consumers feel secure while shopping at brick and mortar outlets, sports brand Adidas has also launched its tech-savvy store in Dubai.

The shop launched at Dubai Mall, is the company's first flagship store in the Middle East, and has 60 digital touch points to transform the purchasing process. Visitors at the outlet can use their smartphone to scan products in real-time and check their size through a virtual try-it-on feature.

Shoppers can then have the product delivered to them while going through the store, and can also sign-up for events at the shop through the online platform. Smart mirrors inside the fitting rooms identify a product and display additional information about it, before providing options for buyers to request different colours as well as sizes for the same.

Screens installed in the trial chambers let users see how they would look like in a park, at a party or in any other location by activating virtual environments through a touch-screen. The high-tech feel at the store is completed by adding digital ceilings and a digital footwear wall, offering an immersive experience to keep shoppers hooked.

But the mechanical features aren't all, visitors can also unleash their creativity at a MarkerLab, which lets them personalise products using laser engraving, printing and embroidery. For sustainable growth in the modern retail environment, the store has been built using recycled plastic and textiles.