long gone are the days that successful retail was all about delivering the right product with an appealing design. with modern consumers being hypersavvy and knowing their way around town – and with today's nifty tech devices, we mean each and every town imaginable – setting up shop at the right location has become equally crucial importance. since london's harvey nichols clearly isn't just another department store but one with a global appeal to a discerning demographic of big spenders, it seemed only natural for adidas to step up its profile at this important shopping destination. the sportswear giant launched a 500 sq.ft. [47 sqm.] shop-in-shop within the menswear department on the lower ground floor. designed in collab with studio xag, it features a clean design and lay-out with stainless steel paneling and fixtures, the new retail space stocks harvey nichols' edit of adidas' most exclusive collab collections, including adidas by raf simons, adidas by juun.j, adidas by rick owens and adidas originals x pharrell williams, in addition to select apparel items. location: harvey nichols, 109-125 knightsbridge, lower ground floor 2 [knightsbridge].