Durasport Ultra-Performance Retail Store

“Up Your Game - Performance driven retail” DURASPORT is Singapore’s first immersive ‘ultra-performance’ retail store, located in Moshe Safdie’s iconic 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 the designer & the owner, 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. Not only can athletes purchase these ultra-performance gear all in one place to “up their game”, they can also test them in the store, using 5 simulators, all of which are firsts in Singapore. 1. For example, Durasport features the “Pro Ski 360 Simulator”, a completely immersive ski simulator featuring downhill mythical slopes and freeride ski options. Strap on the Dynafit ski boots and see if you can beat the fastest time logged. 2. First in Singapore, the “Freedom Climber” is an indoor interactive non-motorized climbing wall with a rotating surface to simulate climbing without height risks; test your climbing shoes here. 3. Exclusive to Durasport, the “Magic Mirror” allows customers to “try on” ski clothing and email photos to themselves, without physically putting on the ski outfits. Key to the in-store experience is a 3-stage retail strategy to ‘excite, immerse and (subsequently) convince’ the customer. Durasport’s facade is designed to appear as if in dynamic motion, conveying a sense of active, ultra-high performance sporting activities, to draw foot traffic with a storefront design that excites. The 4 distinctively designed experiential zones for cyclists, skiers, climbers and triathletes, allow customers to be immersed in the experience of the product, and put it to the test, 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”. For example, cyclists can test the UK-made Dassi bicycle (world’s first graphene bicycle, made with F1 technology and aerospace expertise), on the Nero Elite Interactive cycling trainer rollers, which offers 2 flywheels to simulate various slope gradients and cycling experience and is linked with an ipad and Zwift software to complete the simulation experience. 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. The customized display system allows for extended flexibility across the product & size range. Shelves, racks or holders clip in and out of notched display walls and incorporate an integrated LED lighting system. Rounding off Durasport’s holistic brand experience, we 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.