Sports Direct and Sky shortlisted for best new stores Retail Week 2023

Megan Hotson


Best new store nominee: Sky Glass at Westfield

We're delighted to say that the flagship store concept we developed for Sky to launch Sky Glass at Westfield White City has been shortlisted at Retail Week Awards for Best New Store.
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Since 2021 – Sky has been on a journey of change and shifting their retail strategy was a key part of this.  This shift responded directly to a desire from consumers for more meaningful and experiential brand experiences, alongside a wider brand purpose to create a more sustainable business (and future for us all) and a desire to talk to consumers about how they are changing as a business.

We wanted to help Sky further leverage their stores to tell and enhance its brand story, by focusing on the rich and immersive in-store customer experience. 

Every detail in the store design helped create an environment to effectively showcase and launch Sky Glass in a way that elevates it above other brands; from the lighting and visual effects that echo Sky Glass’ advertising campaign ‘Made from magic’ – to the spacious and clean store design that displays the TV in a premium, gallery-like setting. 
The elevated store allows customers to have an enhanced understanding of the world of Sky, allowing shoppers to experience its products, services, and content in more intuitive ways.

The Sky Westfield London store was achieved through collaborative design and build process with key members of the Sky operations and retail teams internally; with design by The One Off Ltd; Project Management by Fulkers; and development and build by Quantum4 and ISG.

With over a decade’s worth of experience working together and producing store concepts, designs, and displays, this latest iteration of our collaborative design process has created long-lasting impact, both for retailers and consumers. 

The proof is in the pudding when it comes to the measurable success of the store: 

-    The store has been amazing for Sky’s general brand awareness and recognition, being situated in a prime retail position in Westfield London’s centre.

-    Sky have seen a 50% increase in footfall, as well as the recorded 46% of customers who purchased Sky Glass in store.

-    There has been a strong upward trend in terms of Sky Glass TV sales throughout the store, by up to 20%.

-    Sky have noted a high level of conversion from in-store demos with the experienced staff members, proving to be very popular with customers


Best new store nominee: Sports Direct, Birmingham New Street

Sports Direct's Birmingham New Street store has also been shortlisted for the Best New Store award 2023. 


Pursuing a long-term elevation strategy, the brand's £10 million, four-floor flagship store on New Street planned to "supercharge the next generation of British retail."  
The space focuses on accessibility, inclusivity, and inspiration making the space a customer-focused retail destination.  Key interactive features include a bra studio to assist women in finding the right support whatever their chosen sport and a "Shirt Personalisation hub" which allows football fans to customise their favourite team shirts.
Further experiential destinations include; a golf putting green for consumers to trial golf clubs and shoes, running gait analysis and a Jordan basketball jump challenge encouraging consumers to get active and beat the highest jump score for the day. A full height, central atrium with digital messaging across each floor provides impactful and clear way-finding, guiding consumers to explore dedicated category zones showcasing inspiring displays from leading sportswear brands.
Michael Murray commented on the store's opening last year: “As Sports Direct continues to evolve and expand, we’re excited to be opening our second flagship store in Birmingham. As one of the largest cities in the UK, Birmingham follows our first flagship in London and brings with it a significant investment into the city, alongside an unrivalled offering of sports and fashion under one roof."


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