For years, the concept of window shopping has remained the same: you see a product that you like, but you never actually got the chance to interact with it in some way. With the recent technological advancements in numerous domains, as well as the general availability and easy usability of smartphones, the future is a lot closer than we think.

At its NEO Label store-front in Nürnberg, Adidas and TBWA\Helsinki took the technological advantage by creating an interactive digital window concept which can connect to the consumer’s smartphone without the need of using apps or scanning QR codes.

The interactive touch-screen interface enables consumers to explore Adidas’ NEO teen fashion label collections by testing out various clothing combinations on a mannequin. Ted Mager, the Global Vice President of Retail Enviroments at Adidas, explains: “After the success of the Social Media Mirror, one of our latest retail innovations, we’re excited to prove our innovation leadership yet again by introducing the latest advancement in window shopping.” 

If the consumers are interested in a desired clothing combination, they can add the products into the window’s shopping bag and by connecting through a URL link via their smartphone, the shopping bag instantly pops on the smartphone screen, where it can be purchased, edited of shared via social media or e-mail. While we have already seen similar interactive technology being applied in some cases (Xbox Kinect), I believe this is the first time Adidas created a concept like this and it would be great if other brands would follow this example. After all, its about the time that window shopping got upgraded.