THE HOME OF ASICS CONCEPT, PARIS

As a globally-retained creative agency, we developed this concept with ASICS's European team. Inspiration comes from the corporate ethos and founding philosophy: “Anima Sana In Corpore Sano”- meaning a sound mind, in a sound body. The corporate vision (‘Create quality lifestyle through intelligent sport technology’) has also been incorporated into the design scheme.


The concept is designed to evolve according to the specific opportunities presented by the environment, as well as the needs of the customers. It has built-in flex through the blending of digital with physical space, and aims to create an experience which is both sensory and educational. ASICS know that their core customers don’t just want to shop online – they want to personally interact with the brand face-to-face.

The previous ASICS concept was based around a technical feel, projecting a scientific / laboratory look. The new design aims to strip this back to create a much more ‘homely’ ambience for the customer. The original architecture of the building has been exposed to provide a fitting background for the technical fixturing, and the overall environment has been warmed through the use of natural materials, such as bamboo and stone.

Home Of Asics Concept_Entrance

Concept model development timelapse

The concept takes direction from ASICS’s corporate ethos and founding philosophy: “Anima Sana In Corpore Sano”- meaning a sound mind, in a sound body.

Home Of Asics Concept_Footwear
Home Of Asics Concept_Mens Running

The original architecture of the building has been exposed to provide a fitting background for the technical fixturing.

The store is located in the vibrant Gare Lazare area of Paris. As with any 'Home', the store creates a warm and friendly, accessible environment, where the customer feels comfortable and like part of the family.

The aim is to extend the appeal of this performance sports brand to a much wider audience. The 320 square metre selling space offers running goods, alongside ranges for tennis, rugby and training.

Home Of Asics Concept_Footwear Display
Home Of Asics Concept_Womens Running