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Brief Published: 6 Jul 2015

Sun & Sand Sports: Dubai Playscape

Sun & Sand Sports, Dubai

UAE-based multi-brand sports retailer Sun & Sand Sports has debuted a new store concept in the Dubai Mall (currently the largest shopping mall in the world, spanning 5,400,000 sq ft) where consumers can try before they buy.

Designed by UK retail design consultancy Green Room, the 19,375 sq ft store boasts three interactive experience zones for trialling football, basketball and running gear. The zones are accompanied by corresponding soundscapes and visuals, such as cheering fans or street noises.

Participants can use in-store iPads to share the results with friends via social media (see Social Media Seduction, Luxury for Millennials Online, Store Concepts for Teens, The Omni-Channel Store Space in our Future of the Store Industry Trend, and Global Local: Warby Parker Miami for more on the necessity of easy shareability).

Selected products, including some sneakers and surfboards, can be personalised by in-store artists at a customisation station dubbed CRE-8 (attuning to text speak), while consumers are also encouraged to access extra product information via touchscreens scattered throughout the space. For more on how brands are harnessing the consumer appetite for personalisation, see Product Hubs: Experimentation & Co-Creation, also part of our Future of the Store Industry Trend.

A digital LED platform at the centre of the store serves as an event and workshop space, displaying branded content (which can be controlled by staff via iPads) while not in full activity mode.

For more examples of sports retailers enticing consumers via try-before-you-buy strategies, see Sports Retail Reinvented, Nike's Try-Before-You-Buy Pop-Up and Specialise to Survive. See also E-Tail to Omni: Pro-Direct Store, and In-Store Interactive.

For additional information on using technology to reflect and contextualise product more keenly, see Future-Facing Fitting Rooms (Adaptable Ambience & Sensorial Seduction) and both Virtual Immersive Commerce and Enhanced Retail Realities in our Post-Digital Macro Trend.