Sports Direct and Flannels launch a new store in Metrocentre.

As we continue to be part of Frasers Group elevation journey, we have collaborated to open another modern and innovative store in Metrocentre, Gateshead.

We project managed the store design, concept development, material procurement, fit out and overall delivery of the new multi-fascia site, which is home to Sports Direct, Flannels and an Everlast gym.

The 50,000 sq. ft space on the lower floor showcases Flannels, bringing new luxury to life in the brand’s fourth flagship store opening to date, including the very best brands across the beauty and fashion sectors. The beauty hall features fragrance counter debuts from brands like Burberry and Moncler, including the famous Kylie Cosmetics and a Dermalogica Skin treatment room.

Classic fashion brands (Dolce & Gabbana, Marc Jacobs, and Vivienne Westwood) and new contemporary brands, (Off-White and Palm Angels) sit perfectly in the carefully crafted space designed by Argent design Ltd. Flannels also includes a new home offering for customers with brands like Versace and Jonathan Adler featuring.

The first-floor house Sports Direct, USC, Game and Evans Cycles including an array of well-known and aspirational sports brands. Specialist personalised areas feature a multi-brand running concept (partnered with safe size) which was first introduced in the Manchester flagship store, a football area and outdoor across women’s, men’s and kids’ sections.

The Everlast Gym has also launched its 10th elevated space and is the largest hybrid gym in the UK to date. At 37,000 sq. ft, the floor is an active experience bringing gym enthusiasts together, with specialised areas and a full-size boxing ring. The space is also home to saunas, chill tubs and physio rooms, including a Falvore bar which offers coffee, smoothies and post-workout fuel for its members. A truly great addition to the Sports Direct elevated concept.

Brand personalisation remains instrumental with aspirational sports brand Adidas, Nike, Puma, Under Armour, New Balance and Asics featuring in key zones across the space.

This project would not have been made possible without the collaborative efforts of our the teams we work with.

To name a few, thank you to Cube Architects, MCUK Fitouts Ltd, SmithBrewer Ltd, Fagerhult and Inurface Media.