MOD has completed a 183sqm ‘ultra-performance’ retail store, named “Durasport” in Jewel Changi Airport. Featuring an immersive, futuristic and R&D lab environment for sports enthusiasts to try out the sportswear and equipment before buying them, the products were co-curated by MOD, and include the world’s lightest racing bicycle, heat-moldable customized cycling shoes, wet suits which minimize stretch resistance, adjustable alpine ski boots suitable for scaling uphill slopes as well as downhill skiing and a power breather for swimmers which enhances lap times.
In a mature market like Singapore where online shopping is prevalent and there is no shortage of established multi-label sports stores; we had to ask ourselves this question when approached by our client to create DURASPORT, a sports retail brand and its flagship store.
Foundationally, we began by honing the positioning of the brand through an extensive analysis of the sporting goods market as well as our client’s existing brand and product inventory. From the information gained, we narrowed down and eventually identified a market segment that at present remains relatively untapped: the ‘ultra-performance’ athlete & sporting enthusiast. Once these critical positioning and brand decisions were made, they became the project’s “North Star”, referred to and applied downstream to the choice of brands and products to carry, user experience journey, spatial planning, 3D form exploration, material and lighting selection, display system design, brand name, logo and collaterals, and overarching visual identity.
Key to the in-store experience is a 3-stage retail strategy to ‘excite, immerse and (subsequently) convince’ the customer.To draw foot traffic for any new-to-market brand, the storefront design has to excite. Conceived to be more than a typical retail frontage with large display windows, Durasport’s facade is instead designed to appear as if in dynamic motion, conveying a sense of active, ultra-high performance sporting activities.Tectonically, high-grade stainless steel is used in a disciplined and cohesive manner as the primary spatial material: an intentional reference to the typical laboratory R&D (research & development) environment in which the store’s innovative and high performance products would have been developed.
商品是由MOD和客户一起挑选的，包括世界上第一辆石墨烯的自行车（即一种比碳轻，强度是铁200倍的材料，英国Dassi制造），高温塑形的定制自行车鞋（DL KILLER, Italy），减少阻力的潜水服（Zone3, UK），可调高度的滑雪鞋可以灵活适应艰苦的上坡和陡峭的下坡滑行（DYNAFIT, Italy），可以提高速度的浮潜呼吸装置（Ameo, Germany）。接下来，为了使顾客沉浸在产品的体验中，引导顾客参与到相关的亲身体验中来。高度的私人定制和细节展示单元介绍了所选产品的独特性，并且通过“剖析”这些产品，对它们进行测试，或是提供产品构造的X射线视图，使顾客对产品进行全面的了解。
Products were co-curated by MOD and the client, and include the world’s first graphene bicycle (i.e. a form of carbon that’s lighter than paper but 200 times stronger than steel, by Dassi, UK), heat-mouldable customized cycling shoes (DL KILLER, Italy), wet suits which minimize stretch resistance (Zone3, UK), adjustable alpine ski boots that provide flexibility for scaling uphill slopes and rigidity for downhill skiing (DYNAFIT, Italy) and a power breather for swimmers (Ameo, Germany) which enhances lap times.
Building on this, distinctively designed hands-on experiential zones for cyclists, skiers, climbers and triathletes, allow customers to sample and test the sportswear or equipment. Aided by machines that simulate the activity they were designed for, this provides them with a visceral experience to cap off their knowledge of the product and to convince them of how it would help them up their game.
Rounding off Durasport’s holistic brand experience, MOD has also conceived the brand name, and designed the logo and collaterals such as the carrier bags, name cards, letterheads, envelopes, and internal signage to reflect the brand’s essential qualities: dynamism, innovation and ultra-high sporting performance.
∇ 平面图 plan
∇ 功能分区图 function organization