The problem
By constantly pushing boundaries of innovation and new technologies, Speedo evolved into the brand of choice for gold medal-winning swimmers, and in 2000, the firm introduced the world’s pioneering Fastskin suit.
After years of continued product development and launches, Speedo launched Fastskin LZR X to help swimmers feel their fastest by combining compression, construction, sensitivity, and support to give the swimmers the feeling of being fast, which in turn led to real improvements in performance.
Our brief from Speedo was to launch Fastskin LZR X in-store as the new competitive swimwear range that uses technology which allows the swimmer to ‘Become One’ with their suit, cap and googles.
The solution
We designed an instore Fastskin area to sit more in line with the brand and range direction. Aimed at professional and elite swimmers, the in-store area reflected a more technical and professional feel. We designed a retail unit and bespoke mannequin and an in-store infinity window and body scanner so that customers can get the full Speedo experience.
Continuing our work on the Speedo Covent Garden Flagship store, we were tasked to create a window campaign for Fastskin LZR X. Being the flagship store we needed to ensure we used materials which has a more premium feel, using lenticular panels, led lighting and foil vinyl to create maximum impact and to increase store engagement.
The result
A global retail toolkit was created based on the execution in the Covent Garden flagship store. This was shared with all markets for roll out and implementation locally.
