I conducted this project for my university thesis. Since my major was Industrial Design, I had to design a product but I wanted it to be related to the field that I loved, new media. I carried out some research and decided to design a product for retail stores. I performed research about how stores are getting digitalized or interactive. How digital world was affecting retail stores was very interesting for me and the reasons behind it. I wondered why retail stores were getting more and more prominent in the era that online shopping was going more and more viral at the same time. I case studied and, as a result, I chose Adidas because it was one of the companies that cared so much for its retail stores and also the digital aspect of them. Besides, It was also one of my favorite brands and I could easily create a link between my preference and it.