INTERIORS

Durasport Retail Store

 An experiential and immersive retail experience Located in the iconic Jewel Changi Airport, the new Durasport store offers an experiential and immersive retail...

An experiential and immersive retail experience Located in the iconic Jewel Changi Airport, the new Durasport store offers an experiential and immersive retail experience.

Targeting a growing but relatively untapped market segment—the ‘ultra-performance’ athlete and sporting enthusiast—there are four hands-on zones, allowing customers to sample and test sportswear or equipment before purchasing.

In-store simulators include an immersive ski simulator, an interactive non-motorised climbing wall with a rotating surface, a ‘magic mirror’ that allows customers to virtually ‘try on’ ski clothing, a swim bench and an interactive cycling trainer.To draw traffic to this new-to-market brand, the store façade is designed to appear as if in dynamic motion, conveying a sense of active sporting activities.

Tectonically, high-grade stainless steel is used in a disciplined and cohesive manner as the primary spatial material: an intentional reference to the typical R&D laboratory environment in which the store’s innovative and high performance products would have been developed.

The customised display system with integrated LED lighting allows for extended flexibility across the product and size range.

Cycle zone A dynamic store entrance Arctic zone display with a ‘magic mirror’ PROJECT DATA Project Name Location Changi Jewel Airport, Singapore Completion Date 1 April 2019 Client Durasafe Pte Ltd Interior Design Firm Ministry of Design Design Team Colin Seah; Joyce Low; Kevin Leong; Fai Suvisith; Justin Lu; Nong Chotipatoomwan; Maggie Lek; Richard Herman Gross Floor Area 183 square metres Interior Fit-Out Contractor Kingsmen Projects Pte Ltd Images CI&A Photography; Edward Hendricks window.onload = function(){ document.querySelector(‘meta[name=viewport]’).setAttribute(‘content’,’width=device-width,initial-scale=1.0,initial-scale=1,user-scalable=yes’); }.