Sports Direct

After the successful launch of Sports Direct’s flagship store in London’s Oxford Street, Frasers Group continued its longstanding partnership with The One Off by asking us to design its second and largest flagship store in Birmingham New Street. The theme of elevation also continues and is prevalent across all four floors of this 60,000-square-foot retail space. It gives customers access to an impressive breadth of brands and product choices and embodies the true spirit of Sports Direct’s mantra of ‘Sport Starts Here’.