StoreView® of Sports Direct UK flagship store

Andy Murray
Retail Case Study by Andy Murray HSEQ & Project Manager 02/09/2019

Take a virtual tour of Sports Direct's UK flagship store at Lakeside. This StoreView® was created for the winner of the Project Collaboration category of the Creative Retail Awards in 2019.


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Virtually visit the retail destination that goes 'beyond sport'

Sports Direct’s Flagship store at West Thurrock was a truly collaborative project designed by The One Off and Brinkworth Design which opened in July 2018. The flagship store covering over 100,000 square feet includes a Sports Direct, USC Flannels and on-site Everlast gym.

The brief was to create a new concept store with the goal of bringing all their brands together under one roof. A retail destination that goes ‘beyond sport’ to showcase an array of iconic sport and fashion brands and offer an elevated customer experience.

Sports Direct's flagship UK store

Retail destination with a social and creative focus

The One Off design consultancy, in collaboration with Nike, developed the new elevated Sports Direct store improving navigation, premium product selection, enhanced sales assistant support and spacious changing rooms.

The USC streetwear and fashion concept has been recreated by the Brinkworth design agency creating a retail destination with a social and creative focus.

Engaging with customers

Fagerhult installed state-of-the-art lighting throughout the store and Inurface media were responsible for the top-of-the-range technology including large capture LED video walls showing branded content to engage with customers.

Sports Direct's flagship UK store

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Creative retail awards

CADS sponsors store collaboration category

Organised by the Shop & Display Equipment Association (SDEA) and Retail Focus Magazine, the Creative Retail Awards is an annual event recognising and rewarding innovation and excellence in retail design.

CADS was delighted to sponsor the Overall Store Collaboration category in 2019 for new stores opened in the previous 12 months which demonstrated clear communication and collaboration between suppliers, designers and the retailer throughout the whole design process, from planning to completion.

Collaborating on retail projects is at the heart of what we do as retail space planning experts with our StoreSpace® space management platform, surveyors and StoreView® virtual tour software.

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