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New Ultimate Outdoors megastores designed by Briggs Hillier have opened in Merry Hill, Dudley and Castle Marina, Nottingham. The two 30,000 sq. ft. destination stores include ‘everything adventure’ from specialist departments and interactive features to an ‘Ultimate Café’ and soft play area; everything for a great day out.


Capturing the spirit of the outdoors, shoppers are greeted at the entrance by a Landrover (that’s seen plenty of action), propped by rocky terrain, mannequins and merchandise. From here there are clear sightlines to all departments, and a bold compass-inspired floor graphic that helps to point the way.


Extended men’s, women’s and kid’s branded apparel ranges, includes everything from outdoor casualwear to highly technical, performance products. The ‘King of the Hill’ footwear area offers an enormous range; from footwear for walking the dog through to serious climbing, supported by a trial area to test different terrains. The extensive indoor/ outdoor tent field enables shoppers to experience a huge range of tents, and a specialist cycle department includes a full workshop offering service and maintenance. Other departments include camping, caravanning, sleeping, fishing and furniture.


Each department is boldly signposted with high-level signage and lifestyle imagery, alongside large-scale graphic banners suggesting which product is right for you. ‘Silent salesman’ graphics at eyelevel continue to educate shoppers, explaining product differences in detail and recommending the best usage.


The Ultimate café is a prominent attraction in store, offering local, high quality produce in contemporary space. Free Wi-Fi and the adjacent soft play area (also free) adds to the experience attracting families from an ultimate day out.

Design: Briggs Hillier
Photography: Andy Haslam

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