Russia’s leading sports retailer A3 Retail Group appointed us to create a new concept including the name, branding and store design for their new multi brand specialist running store in Moscow. A3 were looking for us to create an engaging, high level destination for runners of all abilities, emphasising the company’s running expertise and retail pedigree.

The name Stride was developed to convey a confident attitude to life, symbolising an easy transition to running. The logo is based on shapes taken from the negative space of the running gait, evoking a sense of movement even when static. This concept flows through every aspect of the visual identity and design of the store, including a permanent ‘Motion Wave’ ceiling installation running throughout the store to attract consumer’s eyes and lead them to investigate all areas.

Our consumer journey is designed to excite both beginner and experienced runners by creating a social aspect to the Stride brand through a Community Wall, where consumers can discover local running routes, share experiences, get running style inspiration and join the Stride Running Club. This regularly changing modular wall helps encourage repeat visits and integrated display space for campaign takeovers and allows full product displays.

We also carefully considered the importance of consumers propogating the reach of Stride by making highly shareable visual moments a permanent feature: the multi­ faceted concrete brand wall by the entrance is perfect for post run or post shopping selfies; more subtlety, a social space outside is created using bespoke bright yellow benches encourages similar moments.

The principle of the design was to create an interactive consumer involvement, encouraging customers to return and share their positive experiences. Benches were placed outside the store to encourage social interaction and the development of a running community whilst minimal window displays allow the customer to view inside the store. The interior design sets the premium tone and urban feeling by the impressive Stride logo application set into the concrete wall. A community feature wall is integrated into the store, bringing the running community together.

Design: Rosie Lee