Sports activities Direct’s Flagship Retailer Redesigns With a “Grass Roots” Method


One Off has revamped the model’s Central London outlet with AR installations and fixtures and fittings produced from recycled mannequins.

Retail design studio The One Off has redesigned Sports activities Direct’s flagship Oxford Road retailer with a “grass roots” strategy.

That is the primary time a retailer has included the latest rebrand of Sports activities Direct, which was created by VentureThree.

In keeping with The One in every of Artistic Director Richard Collier, the venture started with a dialog with Sports activities Direct shops with shoppers about their frustrations. The studio has additionally labored to refresh regional branches over the previous three years.

“A variety of it was round getting the product and discovering what they had been searching for,” he says. “For instance, the ladies’s space was not very seen throughout the shops.”

With a concentrate on a customer-led expertise fairly than manufacturers or classes, Collier says the goal was to create a “extra inviting, thrilling area” throughout the shop’s three flooring.


AR and recycled mannequins

In keeping with the designer, two of the shop’s options embrace AR know-how as a approach to enhance engagement. A selfie mirror for teenagers permits children to select from a number of masks in a body – from sporting figures like John McEnroe to fictional creatures like unicorns – after which obtain images of themselves and share them on social media .

The basketball expertise makes use of comparable know-how to see how excessive individuals can soar, designed in collaboration with We Are Work together. The set up map factors on the face and shoulders and encourages individuals to leap to the touch the basketball.

Impressed by previous arcades, customers can add their initials to the shop chief board. These experiences are linked to in-store merchandise, explains Collier. For instance, peak is measured in pairs of Nike Jordan trainers.

Sustainability has been one other focus within the redesign. Unused or broken Sports activities Direct mannequins have been recycled right into a resin-like materials referred to as Thrive and used on shows, counter tops and furnishings.

Some varieties added in-store embrace totally different colours and textures ensuing from the recycling of various mannequins. Efficiency mannequins now have “extra common physique shapes” as a method of presenting a extra correct depiction of the sports activities package on sale.


bra studio

One Off has additionally created a bit devoted to serving to ladies discover the proper sports activities bra. “Sports activities bras are a basis component—one thing that is actually necessary to your exercise,” says Collier.

In keeping with the designer, the “semi-private” space is faraway from buyer move as a precedence when shopping for an adjunct.

The studio has created an accompanying digital bra choice software, which prospects can entry by way of a QR code on devoted screens or cellular gadgets.

It takes ladies by a sequence of questions concerning the sport they do and their physique form. On the finish of the method, it gives a suggestion.

In keeping with Collier, such steering may very well be a part of future updates to the shop. A digital model of Bra Studio is offered on-line.


extra design particulars

A number of rotating video screens have been put in within the store home windows. The cellular pay system has additionally been designed in an effort to make product checking and discovery simpler.

A complete ground is devoted to soccer, whereas the shop additionally has a devoted part for the rising world of esports. Sports activities Direct is managed by the Fraser Group, which additionally owns the videogame outlet Sport. In keeping with Collier, it is a pure crossover for the model.

A round space, generally known as the Heroes Sphere, is designed to “launch totally different tales” associated to tendencies and occasions, Collier says.

Collier says One Off has paid particular consideration to sound and lighting. Key areas have category-specific lighting. For instance within the soccer part, “stadium-like” lighting is in use, Collier says, whereas a extra “city” streetlight-inspired choice is used for the working part.

Pay factors are marked with a pink mild, matching the colour palette of the rebrand. In keeping with Collier, these design particulars have been useful for wayfinding the flagship retailer.

“Up to now, it is all the time been 5 audio system that turned out actually loud,” Collier says of the sound design. Now, extra audio system have been put in that may play at totally different volumes to create a “extra snug surroundings,” he provides.

Two extra flagship shops in Manchester and Birmingham are set to be redesigned.



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