Retail Design / Europe

Sportswear Brand

For the launch of their new sportswear range, the client wanted a retail concept that embodied the message of an athlete being ‘in the zone’ - that personal, pre-match moment before stepping out into the arena. A muted, raw palette of materials reflects the stadium concourse or changing rooms, with mannequins displayed solo and in cages to further enhance the ‘Zone’ feeling.

The concept was designed to be completely modular, fitting into the existing retail system for ease of roll out. A kit of parts was developed for wall bays, table formations and freestanding cage displays as well as feature windows and pop-up displays on entrance to the stores, ready in time for the product launch.