| Title | ADIDAS HOMECOURT ARENA |
| Brand | ADIDAS |
| Product/Service | RETAIL DESIGN |
| Category |
C01. Retail |
|
Entrant Company
|
FITCH London, UNITED KINGDOM
|
|
Advertising Agency
|
FITCH London, UNITED KINGDOM
|
Credits
| Gemma McDonnell |
FITCH |
Associate Design Director |
| James Pendergrast |
FITCH |
Design Director |
| Lucy Manski |
FITCH |
Designer |
| Romin Mahdizadeh |
FITCH |
Senior Designer |
| Hugo Blott |
FITCH |
Client Director |
| Gina Groves |
FITCH |
Client Manager |
| Alice Moorcroft-Hughes |
FITCH |
Client Co-ordinator |
| Phil Heys |
FITCH |
Creative Director |
Brief Explanation
The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.
The HomeCourt Arena store concept turns retail into a place where consumers can feel the energy of the game, the thrill of the event and the frenzy of the fans.
The Brief
adidas HomeCourt Arena stores bring a passion for sports to life. We wanted to take customers on an immersive journey into the brand’s history and culture allowing them to celebrate the brands' heroes and their achievements, as well as beautifully showcasing their products in an unforgettable and unique way.
How the final design was conceived
To inform our project we conducted extensive research on adidas’ main target audience – Generation Z. We needed to deliver the ultimate retail experience for today’s 14 to 19 year olds.
We developed strategic principles, conducted ethnographic research, insights reports and third party resources to inform the experience we wanted to create.
Gen Z has unprecedented retail expectations. The group want to be involved, they are expert message filters and they expect digital experiences. We created a youthful attitude instore, with the atmosphere and tone of voice consistent at each touchpoint to align with their needs and behaviours.
Indication of how successful the outcome was in the market
Customers are taken on an immersive journey into the history and culture of the brand, allowing them to celebrate its heroes, and beautifully showcasing adidas products in an unforgettable way.
Multi-media installations honour the achievements of sporting heroes, mixing battle-worn memorabilia with trophies, video and interactive experiences.
Shoppers are drawn into the heart of the store to a light sculpture of 500 pulsating bulbs that demonstrates the energy return qualities of adidas’ BOOST technology.
Designed with craft studios and street printing techniques in mind, the print shop gives customers the time and space to create a customised piece of memorabilia.
adidas' message has been conveyed at every touchpoint throughout the 1700 square metre store - from hero shoes to digital timelines to promotional sculptures; the store become a journey that engaged the customer with the brand on every level.