Project Overview
With international sports retailer behemoths arriving on Aussie shores, Rebel knew they needed to take their customer experience to unprecedented heights. In order to do so, the award-winning experiential rCX (Rebel Customer Experience) model was developed in 2020.
Having worked with Rebel to transform and launch a number of rCX stores across a range of different tiers that were driving unbelievable results, Rebel were hungry to explore what the next evolution of rCX might look like.
So, in 2022, Rebel tasked us with creating their largest health and wellbeing destination to date: Melbourne Emporium. Playing a role in the master planning of the precinct, The General Store was given the opportunity to break the rules, think outside the in-store box, and completely flip the retail game on its head.
And in partnership with Nike and Under Armour, we did just that.
Introducing the most exciting retail concept in the country - the ultimate sporting playground soaring high above the city skyline - blending sport, street culture, global brands, and the unique vibe of Melbourne in one high-energy, hyper-immersive retail destination: Rebel at Melbourne Emporium.
Inspired by Melbourne’s street art scene, the 3,300sqm flagship store is adorned with vibrant custom murals and offers a plethora of high-impact activations: a digital in-store boot stadium, a chic women’s FIT studio, cutting-edge foot sizing technology, and the city’s first ever rooftop basketball court.
Project Commissioner
Project Creator
Team
Anna Tang, Alvin Matthews, Michael Chen, Reid Nakou, Danny Lattouf, Paul Morrison
Project Brief
Rebel has witnessed a significant change in sales since they began transforming their traditional stores following the brand’s rCX model in 2020. On average, these stores were experiencing a 50% increase in sales and a $2,000 increase in sales per square meter.
With this great success, Rebel was eager to unlock the next tier of rCX. A new species of store that would become the jewel of the crown of the network: the biggest, best sporting retail experience in the country.
Situated on a 3,600-square-metre footprint at Emporium Melbourne, this store was to deliver an ultra-immersive way to browse, shop, and trial Rebel’s largest range of products, redefining the typical retail experience, and offering a high-energy destination that would go beyond traditional brick-and-mortar stores.
Project Innovation/Need
We set out to create a hyper-immersive sporting and fitness experience that would encourage engagement with products, and set a new standard for customer experience and satisfaction in the sporting goods industry.
Being part of the precinct’s master planning meant that we could optimise the design of the Emporium to elevate the in-store experience. For example, the store includes a dedicated Yoga and Wellness zone that features windows that look out to the Emporium’s garden. It also meant we were able to create a rooftop NBA-sized ‘Stephen Curry Rooftop Court’ half-court, where shoppers can shoot some hoops while taking in the Melbourne CBD landscape.
The store also boasts the ‘Rebel FIT LAB’, with 3D scanning and pressure plate technology to help customers find their perfect fit, and interactive digital games in the Football Zone, where customers can test their new football shoes against AI goalkeepers.
Additionally, the flagship store features a dedicated 'HER' Zone and 'THE FIT STUDIO,' designed in partnership with Nike, offering an elevated, private space for female shoppers to browse bras, tights, and accessories with customizable lighting.
It is also the first time we have collaborated with an artist within the store design, with the entire store enveloped in custom Brolga artwork - a nod to the character and connection of Melbourne's street art culture. The store also features a specially commissioned wall-to-ceiling mural by local Melbourne artist Rory Lynch-Wells - elevating the store far beyond the typical brick-and-mortar.
Design Challenge
The primary design challenge was to transform the typical retail experience following the rCX (Rebel Customer Experience) model, creating an ultra-immersive environment for browsing, shopping, and trialling sporting goods. The project faced tight timing constraints, requiring meticulous planning and coordination. The General Store managed the front of house store layout, back of house design, documentation, construction management, and collaboration with Melbourne artist Brolga for wall graphics and in-store communications. Rebel's focus on high-impact retail experiences reflects consumers' increasing desire to be entertained and educated by brands. The hyper-immersive flagship store showcases this trend, providing a dynamic, engaging environment that meets the evolving needs of modern shoppers.
Sustainability
The Rebel flagship store's design prioritizes sustainability through various innovative approaches. The store's flexibility allows for continued evolution, addressing real-time shifting customer needs and tying into local events. Store fixtures are designed for sustainability, with plans for refurbishment and reuse in other stores to minimize waste. Low-VOC paints, adhesives, sealants, and carpets, along with low-formaldehyde-engineered wood products, were used to ensure a healthy indoor environment. Simplified joinery reduces material waste during construction, and track lighting provides flexibility and reduces waste. Collaborating with environmentally-friendly suppliers, the store features locally made fabrics with low VOC, low emitting PVA and woodworking adhesives, pre-finished cork flooring tiles, 100% recyclable plank flooring, and rubber flooring with up to 95% recycled materials. This sustainable approach sets a new benchmark for Rebel and lays the foundation for future retail environments across its network.
Interior Design - Flagships & Showrooms
This award celebrates innovative and creative building interiors, with consideration given to flagship, discovery centers or showroom space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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