The new Adidas LDN flagship outlet in London, which opened late October 2019, has been specifically designed to enhance the retail experience. As the brand’s most technologically-advanced store worldwide, it required a ventilation system that would effectively deliver a fresh air supply across the four-storey, 27,000 sq. ft, site, in the most energy efficient way possible.
Adidas is one of the most well-known sports brands in the world, and so it’s to be expected that when it launched its new store on Oxford Street, London, it would be no ordinary shopping experience.
Digitally-Savvy innovations
The store features over 100 digital touch points that are all powered by green energy
The store features some of the most digitally-savvy innovations in retail, such as interactive mirrors in changing rooms that allow shoppers to order different sizes direct from the stockroom, a ‘Bring It To Me’ feature using in-store geolocation tracking to allow customers to shop without queueing, and a MakerLab where clothes can be customized with personalized designs.
However, with additional energy usage comes additional heat sources, and therefore the size and volume of air required to keep the building and shoppers cool needed to be carefully calculated. The store features over 100 digital touch points that are all powered by green energy. While incorporating these interactive elements into the design of the store would, undoubtably, help to revolutionize the high street, subcontractor, PCB Technical Services, also recognized that they would increase energy usage and would therefore result in additional heat loads.
Enhanced technical support
With this in mind, a ventilation system that would be able to meet a consistently high demand at all times was required. What’s more, a quick turnaround was essential to ensure the unit would be installed and delivered within time and budget. After an initial supplier interview and factory review, Ricardo Hudson, Senior Technical Project Manager at PCB Technical Services, was given the confidence to opt for a bespoke Air Design unit from Elta Fans.
This was thanks to the company’s enhanced technical support and understanding of the project, as well as its ability to meet the tight delivery date. Elta Fans uses in-house Air Design technical engineers who utilize specialist software to tailor the unit especially for the customer’s exact needs; considering performance, efficiency, noise, and, most importantly, the latest regulations and any site restrictions.
Air Design ventilation unit
The Air Design ventilation unit supplied by Elta Fans was custom-made, ensuring it was able to effectively ventilate
Providing fresh air to a store as big as this one is essential if customers are to feel comfortable while browsing, but it is also crucial that adidas adheres to the most up-to-date energy standards and legislation. The Air Design ventilation unit supplied by Elta Fans was custom-made, ensuring it was able to effectively ventilate according to the unique size and layout (across four floors) of the store.
The specialized solution chosen, the fully-configured PURA+ Air Handling Unit (AHU), would be mounted on the roof to maximize space on site. The challenge of transporting the AHU into position was exacerbated by the high-profile nature of the location. PCB Technical Services was reluctant to disturb the busy street, particularly given the strict local regulations that had to be upheld.
Improved ease of installation
A great deal of planning was required to fit the unit as PCB had to work within a limited timeframe, gain the relevant planning permission, and eliminate as many risks as possible to nearby occupants and shoppers. As a result, the team was required to arrange a specific timeslot for delivery to site.
As the Air Design unit was manufactured offsite, it was able to be lifted into place by crane, minimizing road closure time, and ultimately disruption. This also improved ease of installation as it was delivered in two parts and could be easily bolted together once in place. Now installed and operational, the AHU delivers a consistent fresh air supply into the building by removing polluted air and replacing it with clean air, at the most efficient temperature.
Balancing indoor air quality
This allows the store manager to balance indoor air quality (IAQ) and energy efficiency
Building Management System (BMS) controls enable the store manager to ensure the ventilation system is working as it should in tandem with other products. This is essential as it is not just the store itself that needs to be kept cool, but also the data center, which generates a significant amount of heat from the servers.
Controls will essentially determine how a ventilation unit runs, whether that’s scheduling airflow, linking to a BMS, permitting fault signals and alarms, or communicating that filters need changing. Ultimately, this allows the store manager to balance indoor air quality (IAQ) and energy efficiency, and also effectively manage operating costs.
Evolving ventilation demand
Ricardo said: “The unique challenges of the project were amplified with the introduction of a series of in-store digital screens. This meant that more heat was being generated within the structure, thus increasing the levels of ventilation required.”
“It also necessitated wholesale changes to the ductwork system, in order to increase the velocity and retain ambient temperatures. Owing to its reputation in the industry and having already completed several successful projects together, Elta Fans was the standout choice to provide us with an AHU capable of meeting this evolving ventilation demand.”
The bespoke PURA+ that we ultimately installed was ideal for meeting the velocity"
“The bespoke PURA+ that we ultimately installed was ideal for meeting the velocity and air volume required for the store’s footprint. Plus, it was able to integrate with the BMS, enabling us to manage the significant amount of power throughout the building.”
Quickly identify ventilation requirements
Melissa Goodman, Technical Sales Manager at Elta Fans, said: “The challenge of providing consistent air flow across the site’s four floors was underpinned by the tight time constraints. It presented the Air Design engineers with an exciting opportunity to produce a bespoke PURA+ that was both straightforward to install, but also robust and powerful enough to perform as required.”
Ricardo concluded: “Finding a bespoke solution in a short amount of time is difficult, and this project highlights the importance of choosing a brand that offers consistency, even in its customized products. The adidas project was a perfect example of Elta Fans’ ability to quickly identify ventilation requirements, and the PURA+ unit provided by Air Design highlights its precise approach to tackling air movement problems.”
