Totalsports store by TDC&Co., Midrand – South Africa

July 12th, 2016 by retail design blog

Working with the current concept as a base, TDC&Co were asked to develop a concept move-on for Totalsports by evolving various design elements in order to enhance the customer experience. With a footprint of just over 700m2, the store offering was to include men’s and ladies’ departments with dedicated change rooms, a footwear department, a gait analysis area and a technology area.

Creating a warm and neutral backdrop in which the product would stand out and be hero. A lot of emphasis was placed on developing creative and effective ways of displaying featured products. The store provided a relatively high ceiling. This enabled us to design a solution to embrace the height, but at the same time, prohibiting it from feeling impersonal, and develop and use high level graphic elements.

Emphasis was placed on the footwear wall with specific focus on flexibility through the use of a custom peg wall system. By introducing glorifier boxes on the peg wall, various feature products can be displayed alongside brand specific magnetic graphics. Angled “floating” bulkheads were introduced over the main point of sale area as well as the Tech point of sale in order to accentuate the pay point destinations.

Large format monochromatic lifestyle graphics were positioned strategically at high level across the store. A stenciled line graphic was developed by TDC&Co to run along the perimeter of the store at high level. The line graphic represents landscape contour lines and creates an energetic rhythm throughout the store, with subtle yet powerful brand recognition through the use of a single blue line, which ties the brand concept together.

Photography by Graeme Wyllie

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