泰國運動用品零售巨頭SuperSports旗艦店

Thai retail giant Supersports wanted to double down on its category dominance and had a vision to put customer experience at the forefront of its new store concept. This is where our partnership came to life. We partnered to bring this vision to life, and in the process, help breathe life into their new flagship store in the heart of bustling Bangkok.

Spanning 1,500 square meters, this state-of-the-art sports haven caters to athletes and fitness enthusiasts alike. The store boasts a multitude of interactive features, including a 25-metre in-store running track, and showcases over 10,000 items from top-tier brands. Designed to reflect the dynamic and vibrant environment of sports clubs, the store accommodates a diverse range of sports, catering to both specialist and generalist levels of expertise. SuperSports’ flagship store is not just a retail space; it’s a testament to performance, development, and excellence in the world of sports retail.

The existing atmosphere and aesthetics of SuperSports stores were perceived as intimidating, masculine, and overpowering, which alienated female customers. With the rising quality and experience of global monolithic brands, the need for transformation became imperative. The overwhelming assortment and density of products further contributed to a cluttered environment, detracting from the shopping experience.

SuperSports aimed to create the best sporting retail experience in Thailand and position itself as the leading sports retail brand in the country. The goal was to craft a contemporary, differentiated environment that appealed to a broader audience, especially women. This was achieved by transforming the store’s look and feel to be warm, welcoming, and energetic.
We set out to emulate the vibrant and dynamic environment of sports clubs, with a design that accommodates various sporting types and levels of expertise. The new store’s architecture and elements were crafted to convey movement, inspiring customers to engage and stay active. By focusing on performance, development, and excellence, SuperSports aimed to create a retail experience that truly ‘moves you’ and positions them as the leading sports retail brand in Thailand.

Our approach to SuperSports’ flagship store is truly innovative, blending elements inspired by outdoor environments to create a distinctive, park-like feel that brings the outdoors in. This concept led to the creation of “worlds of sport” within the store, each resembling a small campus dedicated to a specific sport, evoking the atmosphere of a sports club. This design strategy shifts the shopping experience from brand-centric to sport-centric, making it easier for customers to explore and engage with each category.

We introduced foot scanning technology to enhance the shopping experience, ensuring customers find the perfect fit with ease. Additionally, the store features a unique running track, allowing customers to test products in real time, enhancing their interaction with the merchandise. This novel approach not only differentiates SuperSports from its competitors but also reinforces its commitment to providing the best sporting retail experience in Thailand.

The primary design challenge was transforming a traditionally male-dominated retail space into one that is more welcoming and inclusive for all customers, particularly women. SuperSports aimed to strike a balance by introducing feminine elements to prevent the space from feeling too cold, ensuring it was light, bright, warm, and inviting. Achieving this balance was crucial to creating an atmosphere of wellness and comfort.

Another significant challenge was managing the congested assortment of products. We needed to design a layout that simplified navigation, making it easier for customers to find what they were looking for without feeling overwhelmed. Additionally, collaborating with an international client added complexity to the project, requiring effective communication and coordination to bring the store to life. Despite these challenges, we successfully created a space that embodies warmth, inclusivity, and ease of navigation, setting a new standard in sports retail.

Our approach to sustainability for the SuperSports flagship store was multifaceted, emphasizing both environmental and economic responsibility. We incorporated a biophilic design by integrating real plants throughout the store to enhance occupant connectivity to the natural environment. This not only elevated the space but also ensured high air quality and comfort, creating an atmosphere reminiscent of the outdoors and the sporting world.

We prioritized reducing waste by reusing and repurposing existing fixtures. By making the most of the store’s current fixture family, we minimized the need for new materials and avoided generating additional waste. In our finishes, we used specific products with recycled and reclaimed content from the sports industry, such as Sole Cycle Hero flooring, which recycles the soles of Nike rubber sports shoes. Furthermore, we made a conscious effort to reduce the use of plastic wherever possible. This included using real plants and rubber floors, reinforcing our commitment to sustainability. Through these initiatives, we created an eco-friendly, economically sustainable store that aligns with the values of both SuperSports and its customers.

泰國零售巨頭 Supersports 希望加倍鞏固其品類主導地位，並希望將客戶體驗置於其新商店概念的最前沿。這就是我們的夥伴關係得以實現的地方。我們合作將這一願景變為現實，並在此過程中為他們位於繁華曼谷市中心的新旗艦店注入活力。

這個先進的運動天堂佔地 1,500 平方米，適合運動員和健身愛好者。店內設有25公尺長的店內跑道等眾多互動設施，展示超過1萬件頂級品牌商品。該商店旨在反映體育俱樂部充滿活力和活力的環境，容納各種運動項目，滿足專業和通才水平的專業知識。SuperSports 的旗艦店不僅僅是一個零售空間，更是一個零售空間。它證明了體育零售領域的業績、發展和卓越。

SuperSports 商店現有的氛圍和美學被認為是令人生畏的、男性化的和壓倒性的，這疏遠了女性顧客。隨著全球單一品牌品質和體驗的不斷提高，轉型的必要性變得勢在必行。商品種類繁多、密度大，進一步造成環境混亂，降低了購物體驗。

SuperSports旨在打造泰國最好的運動零售體驗，並將自己定位為該國領先的運動零售品牌。目標是創造一個現代的、差異化的環境，吸引更廣泛的受眾，尤其是女性。這是透過將商店的外觀和感覺轉變為溫暖、熱情和充滿活力來實現的。
我們著手模仿體育俱樂部充滿活力和活力的環境，其設計適合各種運動類型和專業水平。新店的建築和元素經過精心設計，旨在傳達動感，激發顧客參與並保持活躍。透過專注於性能、發展和卓越，SuperSports 旨在創造真正「感動您」的零售體驗，並將其定位為泰國領先的運動零售品牌。

我們對SuperSports 旗艦店的設計是真正的創新，融合了受戶外環境啟發的元素，營造出一種獨特的、公園般的感覺，將戶外帶入室內。每個世界都類似於專門從事特定運動的小型校園，營造出運動俱樂部的氛圍。這種設計策略將購物體驗從以品牌為中心轉變為以運動為中心，使顧客更容易探索和參與每個類別。

我們引入了足部掃描技術來增強購物體驗，確保顧客輕鬆找到完美合腳的鞋子。此外，店內還設有獨特的跑道，讓顧客可以即時測試產品，增強與商品的互動。這種新穎的方法不僅使 SuperSports 與競爭對手區分開來，而且還強化了其在泰國提供最佳體育零售體驗的承諾。

主要的設計挑戰是將傳統上以男性為主的零售空間轉變為對所有顧客（尤其是女性）更加熱情和包容的零售空間。 SuperSports旨在透過引入女性化元素來達到平衡，防止空間感覺太冷，確保空間輕盈、明亮、溫暖和誘人。實現這種平衡對於營造健康和舒適的氛圍至關重要。

另一個重大挑戰是管理擁擠的產品種類。我們需要設計一個簡化導航的佈局，讓客戶更容易找到他們想要的東西，而不會感到不知所措。此外，與國際客戶的合作增加了專案的複雜性，需要有效的溝通和協調才能使商店煥發活力。儘管面臨這些挑戰，我們還是成功地創造了一個體現溫暖、包容性和便利性的空間，為運動零售樹立了新標準。

我們為 SuperSports 旗艦店採取的永續發展方法是多方面的，強調環境和經濟責任。我們採用親生物設計，在整個商店中融入真實的植物，以增強居住者與自然環境的連結。這不僅提升了空間，還確保了高空氣品質和舒適度，營造出一種讓人想起戶外和體育世界的氛圍。

我們優先考慮透過重複利用和重新利用現有固定裝置來減少浪費。透過充分利用商店現有的燈具系列，我們最大限度地減少了對新材料的需求，並避免產生額外的浪費。在我們的飾面中，我們使用了含有體育行業回收和回收成分的特定產品，例如 Sole Cycle Hero 地板，它回收了耐吉橡膠運動鞋的鞋底。此外，我們有意識地努力盡可能減少塑膠的使用。這包括使用真實的植物和橡膠地板，加強我們對永續發展的承諾。透過這些舉措，我們創建了一家環保、經濟永續的商店，符合 SuperSports 及其客戶的價值觀。