Project Overview

Thai retail giant Supersports wanted to double down on its category dominance and had a vision to put customer experience at the forefront of its new store concept.

This is where our partnership came to life.

We partnered to bring this vision to life, and in the process, help breathe life into their new flagship store in the heart of bustling Bangkok.

Spanning 1,500 square meters, this state-of-the-art sports haven caters to athletes and fitness enthusiasts alike. The store boasts a multitude of interactive features, including a 25-metre in-store running track, and showcases over 10,000 items from top-tier brands. Designed to reflect the dynamic and vibrant environment of sports clubs, the store accommodates a diverse range of sports, catering to both specialist and generalist levels of expertise.

SuperSports' flagship store is not just a retail space; it’s a testament to performance, development, and excellence in the world of sports retail.

Project Commissioner

Central Retail Corporation Sports

Project Creator

The General Store

Project Brief

The existing atmosphere and aesthetics of SuperSports stores were perceived as intimidating, masculine, and overpowering, which alienated female customers. With the rising quality and experience of global monolithic brands, the need for transformation became imperative. The overwhelming assortment and density of products further contributed to a cluttered environment, detracting from the shopping experience.

SuperSports aimed to create the best sporting retail experience in Thailand and position itself as the leading sports retail brand in the country. The goal was to craft a contemporary, differentiated environment that appealed to a broader audience, especially women. This was achieved by transforming the store’s look and feel to be warm, welcoming, and energetic.
We set out to emulate the vibrant and dynamic environment of sports clubs, with a design that accommodates various sporting types and levels of expertise. The new store’s architecture and elements were crafted to convey movement, inspiring customers to engage and stay active. By focusing on performance, development, and excellence, SuperSports aimed to create a retail experience that truly 'moves you' and positions them as the leading sports retail brand in Thailand.

Project Innovation/Need

Our approach to SuperSports' flagship store is truly innovative, blending elements inspired by outdoor environments to create a distinctive, park-like feel that brings the outdoors in. This concept led to the creation of “worlds of sport” within the store, each resembling a small campus dedicated to a specific sport, evoking the atmosphere of a sports club. This design strategy shifts the shopping experience from brand-centric to sport-centric, making it easier for customers to explore and engage with each category.

We introduced foot scanning technology to enhance the shopping experience, ensuring customers find the perfect fit with ease. Additionally, the store features a unique running track, allowing customers to test products in real time, enhancing their interaction with the merchandise. This novel approach not only differentiates SuperSports from its competitors but also reinforces its commitment to providing the best sporting retail experience in Thailand.

Design Challenge

The primary design challenge was transforming a traditionally male-dominated retail space into one that is more welcoming and inclusive for all customers, particularly women. SuperSports aimed to strike a balance by introducing feminine elements to prevent the space from feeling too cold, ensuring it was light, bright, warm, and inviting. Achieving this balance was crucial to creating an atmosphere of wellness and comfort.

Another significant challenge was managing the congested assortment of products. We needed to design a layout that simplified navigation, making it easier for customers to find what they were looking for without feeling overwhelmed.

Additionally, collaborating with an international client added complexity to the project, requiring effective communication and coordination to bring the store to life. Despite these challenges, we successfully created a space that embodies warmth, inclusivity, and ease of navigation, setting a new standard in sports retail.

Sustainability

Our approach to sustainability for the SuperSports flagship store was multifaceted, emphasizing both environmental and economic responsibility. We incorporated a biophilic design by integrating real plants throughout the store to enhance occupant connectivity to the natural environment. This not only elevated the space but also ensured high air quality and comfort, creating an atmosphere reminiscent of the outdoors and the sporting world.

We prioritized reducing waste by reusing and repurposing existing fixtures. By making the most of the store’s current fixture family, we minimized the need for new materials and avoided generating additional waste. In our finishes, we used specific products with recycled and reclaimed content from the sports industry, such as Sole Cycle Hero flooring, which recycles the soles of Nike rubber sports shoes.

Furthermore, we made a conscious effort to reduce the use of plastic wherever possible. This included using real plants and rubber floors, reinforcing our commitment to sustainability. Through these initiatives, we created an eco-friendly, economically sustainable store that aligns with the values of both SuperSports and its customers.