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

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

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

In accordance with The One in all Artistic Director Richard Collier, the undertaking 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 inside the shops.”

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


AR and recycled mannequins

In accordance with the designer, two of the shop’s options embody AR know-how as a technique to improve 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 related know-how to see how excessive individuals can leap, 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, top 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 known as Thrive and used on shows, counter tops and furnishings.

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


bra studio

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

In accordance with the designer, the “semi-private” space is faraway from buyer circulate as a precedence when looking for an adjunct.

The studio has created an accompanying digital bra choice software, which clients can entry through a QR code on devoted screens or cell units.

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

In accordance 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 cell 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 accordance with Collier, it is a pure crossover for the model.

A round space, often known as the Heroes Sphere, is designed to “launch totally different tales” associated to traits 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 crimson mild, matching the colour palette of the rebrand. In accordance with Collier, these design particulars have been useful for wayfinding the flagship retailer.

“Up to now, it is at all times 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 atmosphere,” he provides.

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



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