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Sports Direct

Mae chwaraeon yn dechrau yma (Sport Starts Here)

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The problem

How do you take an impressive, Grade II listed building in the heart of Cardiff city centre and deliver a flagship destination within an eight month period and on a limited store budget? The site interior was under reconstruction at the time of brief to reunite three units totalling 60,000 square feet of retail space spread over three floors, with an impressive full height atrium entrance.

The solution

Taking the most impactful parts of our flagship store concept and using Revit 3D software, we planned the space comprising Sports Direct, USC, Game and Evans into a streamlined, cost-efficient scheme, whilst also designing site specific responses to the building architecture both inside and out. Working with the architect and planning consultants, we proposed a simple shopfront scheme utilising illumination to complement the listed architecture providing a striking fascia during both the day and night.

The result

An impressive destination in the heart of Cardiff offering a ‘flagship feel’ but with a reduced capex to deliver; an impressive 15m high entrance atrium with digital wrap to help navigate customers through the store, largescale bespoke artwork through local artist collaborations celebrating sport, Cardiff and the Nike brand, elevated in-store brand destinations for Nike, Under Armour and Puma, immersive and interactive experience destinations such as the ‘Hang Tough’ challenge and rugby ‘Pass Zone’.