Our design concept for ASICS' shop-in-shop retail outlets

With our most recent project we have addressed the specific needs of a Shop in Shop (SIS) environment, in terms of achieving a strong brand presence in a competitive environment with limited financial investment. The design scheme also needs to support ASICS’ commitment to their CSR mandate. 

The concept takes direction from the corporate ethos, starting with the founding philosophy “Anima Sana In Corpore Sano” - a sound mind in a sound body. The aim is to extend the appeal of performance sports to a wider audience. The selling spaces will offer running goods alongside training and more lifestyle based collections. 

The previous ASICS retail concept was based around a technical feel, projecting a scientific/laboratory look. The new design evolves this concept, with gunmetal and bamboo fixtures framing the product without detracting from it. We introduced blue lighting behind the wall panels to reflect the technical nature of the brand without making the space feel cold. This concept also includes the new Motion ID to assess customer running styles and help recommend the optimum shoe. This is a scalable concept depending on available space, ranging from a few wall panels right up to a large 100m2 premium SIS. 

The photographs shown here are in the prestigious Jelmoli 'House of Brands' in Zurich.