Prominent international sports retailer Go Sport intended to uplift their flagship Dubai store with ten experience zones that would engage with customers and enrich the overall retail experience. With this in mind, we identified the most effective areas within the store to elevate and began to develop the experiential design concepts. Each zone has a distinct feel achieved by a combination of digital experiences, bold custom furniture and motivational graphics.

Bold lighting techniques and unconventional volumes add character to the space and increase consumer engagement. Our in-house graphics team designed customised apps to incorporate into the zones and complement each different theme and product offering. For example, the Outdoor zone app highlights the unique alfresco activities available in this region, displaying inspirational content, imagery and information that connects the customer with the products in the department.

All areas reference an underlying theme of the Outdoors by representing the colours, textures and forms of nature. Locally sourced wood, concrete, glass and even grass finishes were incorporated throughout the concept. Intricate patterns using tensile strings, LED light strips and irregular-shaped slats were included to provide a dynamic ambience throughout the experience zones.

Design: Brand Creative
Photography: Duncan Chard