Sun & Sand Sports, a Middle Eastern sports retailer, has opened a 10,000-square-foot prototype store in the Dubai Mall. The space, which was designed by Landini Associates, features a vibrant yellow footwear centerpiece created using a semi-transparent stockroom wall, and in-store graphic direction that draws inspiration from the sense of dynamic movement seen in the Sun & Sand Sports logo and overall brand identity.
The goal of the new store design is to help Sun & Sand Sports transition its brick-and-mortar personality from a longstanding focus on performance to a new emphasis on fun. The new palette embraces this approach with warm, friendly and textured colors accented by neutral display fixtures that allow the product to stand out. Travertine floor tiles express sandy textures, complemented by a recycled timber shell and wall paneling.
The typography used in store signage is friendly and approachable, working visually to tie together the need for dual language in-store communications. The signage stands in contrast to the dynamic illustrative graphics, which aim to engage the customer with imagery of movement and sports inspiration.
“Sun & Sand Sports’ typical store location offers more than 90 diverse sports brands to discerning customers across the region, and they have among the fastest-growing online sales in the world,” said Wayne Cheng, Design Director for Interiors with Landini Associates in a statement. “Our goal was to focus this energy into a retail experience that better expresses the brand: fun and engaging.”