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Brief Published: 24 Jul 2017

Asics’ ‘Complementary Commerce’ Concept Store, Berlin


Japanese sports brand Asics new Berlin concept store boasts a notably holistic approach to sports-based wellbeing. In addition to hosting workshops, training sessions and try-before-you-buy spaces, there is also a space for external (non-Asics-affiliated) individuals such as trainers and physicians to use, free of charge.

Based on the overall premise of ‘sound mind, sound body’, the two-storey, 515 sq m concept is based on a mix of community, state-of-the-art technology and small homages to nature.

The entire footwear collection can be tested at a Motion ID running service point, where running experts advise on the most suitable shoes. Customers are provided with personalised training plans by linking them to the brand’s online fitness-tracking platform RunKeeper (see also Ultra-Life Retail in The Supportive Sell).

On the ground floor, 30 sq m of retail space is dedicated to a community-driven, expo-like ‘performance’ space. Anchored in offering complementary services rather than inviting ‘frenemy’ brands, sports professionals – mainly personal trainers, athletes and physicians not presently associated with the brand – are invited to present their take on a ‘sound mind and body performance’ to visitors.

Fixtures and hangers consist of 50% grass and 50% recycled wood – see upcoming report Reframing Sustainability (publishing July 27) for more on eco-conscious store design.

For more on holistic sports retailing, see 360° Wellbeing Concept Store, Tokyo and Adidas Berlin: Total Fitness Retail.

For more on the power of complimentary services and brand matching, see Retail X Hospitality: Mutual Brand Benefits and Elastic Brands: Stretch & Diversify