Adidas has installed the Virtual Footwear Wall (VFW), an interactive installation that allows consumers to pre-order new products, at its flagship London store, Oxford Street.

The VFW uses touch screen and precision real-time 3D rendered products to enable customers to select footwear on a virtual shelf.

Chris Aubrey, VP of global retail marketing at adidas, said: "The Virtual Footwear Wall gives our customers a unique and cool experience that only adidas can give. Until now, limited retail space has restricted customer’s in-store choices, but The Virtual Footwear Wall has been designed to give our customers more choice at all of our stores – however big or small.”

Adidas plans to roll the technology out to its global network of stores from next year and will continue to further develop the technology.