Chloe Shakesby

Sports Direct launches flagship London store with "never before seen" technology

A UK sports retailer has launched its new flagship concept store in London with “innovative and intelligent” technology.

Sports Direct has today (June 18) launched its new Oxford Street flagship store, which it has created in collaboration with inurface media.

Spanning 50,000 sq ft, the store is across four floors, and features rotating LED pillar window displays, which the company said has been “never before” produced on this scale in a retail environment.

It also includes a ‘jump booth’, which will use body recognition technology to allow customers to compete for the highest jump.

Frasers Group and inurface worked with partner company We Are Interact and creative design agencies The One Off and Brinkworth Designs to create the space, as well as individually working with brands such as Adidas, Puma, Nike and Under Armour.

Josh Bunce, CEO of inurface media, commented: “Working with Sports Direct always allows us to push the limits and experiment which means the end results are exciting, unique and ground-breaking in their field.

“With the Oxford Street install we have created bespoke installations and pushed technologies to their max to deliver the ultimate customer experience.

“It’s an exciting time for the changing face of retail and we can’t wait for our technology to be in the centre of it.”

Michael Murray, group head of elevation at Sports Direct, added: “inurface media have helped us channel our new vision and purpose into creating a globally recognised retail destination filled with digitally immersive technology.

“The addition of interactive digital touchpoints transforms our store into a true experiential hub. This new flagship revolutionises the way we shop for kit and reinforces our position as the leading destination for sport.”

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