New Launch - Sprinter store concept

Excited to share another new project launch and this time in Spain with Sprinter, the region's leading sports retailer.

Dalziel & Pow
By Dalziel & Pow
Posted 05. 05. 2023
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Sprinter is a multi-sport retail brand, based in Alicante, with outlets in Spain, Portugal and The Netherlands. As part of the JD global group, they specialise in sporting goods, offering the best in footwear, apparel, and accessories with a focus on Running, Training, and Football. We have been working with Sprinter for the past 12 months to define and create a new store concept and experience for this leading sportswear brand.

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In a new location in Alcorcon, Madrid, Sprinter has opened their largest store to date and raised the bar significantly with the introduction of an extended 'true-sport' range, in addition to their core offer. The 4000 sqm space allows Sprinter to introduce a range of immersive and interactive experiences to educate and inspire their customers.

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In addition to the enhanced Sprinter offer, the brand is introducing its established online cycling offer, Deporvillage, for the first time in physical retail. An opportunity to create a physical experience for this brand, complimentary, but contrasting to the main Sprinter brand.

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We also redefined and refreshed Sprinter’s core brand assets across its environments. As well as a new approach to typography, colour, art direction, and wayfinding, we also created a new way to express Sprinter’s new direction of being the ‘friendly coach’. This led to ‘Sport for Life’ becoming a way to emphasise how Sprinter was ever-present in its new role in customers' lives, as well as its commitment to providing education and encouragement.

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The resulting concept takes people on a journey through the offer with moments of expression and experience. These memorable interactive touch-points define the new positioning for Sprinter, as the sports authority, wherever they land.

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Spinter occupies the ground level and Deporvillage, another brand within the wider group and focussed on cycling takes 50% of that space on a central mezzanine, with double-height space front and back. The Sprinter space is bright, fresh and optimistic, the Deporvillage space is darker, more dramatic and theatrical. They are literally the reverse palate of each other.

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The 3000 sqm Sprinter space is punctuated with 10 Beacons, each offering product trials, performance advice, enhanced range or hands-on test and learn activations. The beacons take the form of a 4X4 M square section black metal frame, with bespoke activities in this identical architecture.

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The 1000 sqm Deporvillage space upstairs has another 6 beacons, this time in white, framing ranges, brands, or services. The holistic ambition to create an immersive interactive space is delivered through this very flexible, controlled architecture and experience.

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In addition to the in-store activations, there are a few stand-out features - a 30 metre running track goes behind the perimeter merchandising where customers can test potential purchases and record their time against other runners, and a slide that links the Kids Bike offer in Deporvillage with the Sprinter kids offer on the floor below.

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A timber lined Studio space is dedicated to and exclusively for the brand’s membership programme members, and is accessed at the rear of the store, hosting events, yoga and fitness classes, product launches, and broadcasting to social media.

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Online sales are promoted in the space by showcasing of extended ranges and the opportunity to browse and order in-store and collect pre-ordered products with ease.

Navigation is aided by the introduction of green and red suspended lamps over walkways that are not demarcated on the floor, purely overhead, for future flex. All merchandising is flexible across the perimeter and mid-floor walls to accommodate change, aiming for a sustainable and future-proof space and architecture.

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