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hsports - Retail Design Concept


Design a retail interior concept to support our new brand identity and position for value sports retailer, hsports.  

What we did

Retail Interior Design
Retail Graphics
In-store Communications


Situated on the first floor of Heatons department stores, hsports is a haven for sports lovers.  

We established an inspirational sports retail environment that is easy to navigate, feels welcoming and inclusive, whilst delivering value, range and choice. We segmented the store to make the customer journey a complete shopper experience, from arrival to in-store navigation through to customer service points. Key areas within the store were highlighted to aid navigation, increase dwell time and encourage customers to explore the entire range at their own leisure.

Arrival: Make our brand statement confident and graphic, whilst stamping our authority within the sector.

Entrance: Drive traffic to our first floor locations, introduce colour and movement to signal the offer.

Key zones/ Departments: Create clearly designed category destinations, establishing a range of anchor points to announce segmentation and communicate the vast range of ‘All The Sports You Love.’

Cash desk/ Service point: Clean, uncluttered and approachable, this became our hub for customer interaction with advise, guidance and expertise. Introduction of screen based media, allowed for updatable promotions and brand authority pieces. 

Flooring: This was split into a range of finishes with a central walkway allowing customers to step off into the core departments. 

Our architectural envelope and elements included featured ceiling rafts as high level navigation, highlighting departmental destination areas. Linear LED lighting to help define the interior space and customer walk ways. A simple understated open frame retail system allowed maximum flexibility for merchandising combinations, promotional feature bays and inspirations brand messages. So if you love sports, you’ll love hsports!

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