Sports Direct Queens Street

Sports Direct aspire to be an international leader in sports, lifestyle, and luxury apparel retail by continuing to develop their retail space.

Key Deliverables

  • The fourth Flagship Sports Direct store opened for Frasers Group in Cardiff Queen Street.
  • 60,000 sq. ft of space across three floors, housing some of the biggest brands in sports.
  • Working to deliver the brief and leading the design team (The One Off) on behalf of Frasers Group, we were ultimately responsible for the cost and programme. We project managed the overall store design, concept development, material procurement, fit out and overall delivery of the fourth flagship store in Cardiff.
  • The use of digital added to the overall experience with ticker tape within the Atrium area and digital screens throughout the store.
  • An elevated running department was includedā€“ with Gait analysis (Safesize)
  • New Rugby Experience was introduced as a homage to the sport, allowing customers to participate in-store for an interactive experience.
  • Elevated bootroom section was implemented.
  • First look at the brand new elevated Outdoor concept which showcases the best brands within the category, encouraging customers to take on their next adventure! (Features are terrain tester, boot finder, digital mannequin screen)
  • New Evans Go Concept was introduced.
  • Brand personalisation was present throughout the whole store from the best in sports brands - Nike, Adidas, Puma, Under Armour, Everlast, Slazenger, Canterbury, North Face, Columbia and Karrimor.
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