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Adidas has relaunched its fl agship Oxford Street store in London – perfect timing with the 2012 Olympics just around the corner. /////////////////////////////////// In brief Customer: Adidas Where: UK The project: Refi tting a fl agship store in Oxford Street, London Services provided: Project management, construction, logistics and installation Special challenge: To maintain sales while work was being carried out /////////////////////////////////// A tale of s Text Tim Walker // Photos Andy Evans Adidas will be the main sponsor sponsor of London 2012 – so 2011 proved an ideal time to rebrand and refi t its fl agship Oxford Street store in the city. New Store Europe’s expertise was called upon to turn the the new concept concept into reality and and work began in February. The transformation work took 12 weeks but, but, thanks thanks to good project management, management, the store continued to trade for all but but three weeks in that period. Andy Evans, Head of Key Key Accounts for New Store Europe, Europe, explains: explains: “We did the work work in three phases – one for for each each fl fl oor. Work on the basement and fi fi rst fl oor was straightforward because we we simply simply blocked off that fl oor when work took place. It was was only when we were working on the ground fl fl oor oor that the store had had to close.” close.” New Store Europe Magazine 16
New Store Europe Magazine 17 Andy is justifiably proud of his team’s achievements on this store and others which New Store Europe has worked on in the UK, such as in Portsmouth and Braintree for example. The same team has also worked on the Adidas store in the Olympic shopping mall, Westfield, which opened in September. Returning to Oxford Street, the team handled project management and construction management, the main two challenges being creating a new entrance on Lumley Street and installing a lift shaft and ‘dumb waiter’ for use in moving shoes between the basement and ground floor. New flooring throughout, electrical work and full decoration was also in the brief. The total area of the store was 1,800 square meters, with a sales area of 1,100. New Store Europe assembled the store furniture too and handled the logistics to transport the equipment to London. Once it ////////////////////////////////// porting giants had arrived, the team quickly and expertly installed it. Andy Smolinski, the Project Manager for New Store Europe, explains the main challenges: “First, the timescale was very tight, particularly for the ground floor area which included the new entrance and the ‘dumb waiter’. The lift shaft was very tricky as it meant cutting holes in the floor and reorganizing metalwork and pipework. The lift itself has a black glass surround, which was a challenge in itself. “The entrance was quite complex and finishing off the ground floor part of the project was a race against time. But in the end we finished it and did a really good job.” Andy Evans adds: “Adidas is a big and important brand and we are very proud of the result. There is a strong Olympics theme as you would expect, and the Adidas brand supports this – with labels such as ➤
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