Project Overview
What do you get when you combine an iconic 150 year old heritage building with state of the art retail tech, then surround it with the hottest sports gear available in the country?
Nestled into the heart of Adelaide’s historic Rundle Mall, Rebel’s flagship experience store presents a space where customers can touch, play and immerse themselves in a world of sport.
From a basketball court on the rooftop to a footy pitch in the basement, customers are encouraged to try on product and get active at every turn. The tech enabled space includes product customisation, an AI goalie that customers can compete with, and a sneaker elevator that transports some of the hottest kicks in the country from the basement to the sneaker zone on the top floor.
Since its opening the store has experienced double digit growth across every single performance metric and is beating all targets on the business case developed for the project (including metrics such as traffic, sales, conversion, basket size and NPS)
Project Commissioner
Project Creator
Team
Danny Lattouf - Partner / CSO
Reid Nakou – Head of Retail & Design
Paul Morrison – Retail Project Director
Anna Tang - Senior Retail Designer
Layla Lin – Retail Designer
Project Brief
With a focus on growing the number of experience stores in the country, this year our team spent 18 months leading the rectification of this 150 year old heritage building with a single focus on immersive customer experiences. And in the process converted what was once five different retail stores, into the largest retail store on Rundle Mall.
Project Innovation/Need
From the basketball court on the rooftop to a footy pitch in the basement, customers are inspired at every turn to get active and try product.
Technology is subtly woven throughout the store to enhance the shopping experience. Shoppers can shoot penalties against an AI keeper. Their sneakers are delivered from the basement straight to the sneaker zone on the top floor via a purpose built sneaker elevator (visible behind glass). And customers can personalise their kit at the Customisation Kiosks.
As a first of its kind Flagship rebel store, we decided to celebrate the rebel team. We selected 12 team members and captured their story and passion for sport across several spaces and in content across digital screens across all three levels of the store. As a unique communications layer, we immortalised the local and fantastic rebel team, right there alongside some of the most iconic athletes of our generation.
Design Challenge
There were three key challenges we tackled with this brief:
1. This was a massive project. Our team had to convert five separate shops into a single, enormous and unified retail experience centre with the removal and rebuilding of stairwells and filling in floors, structurally re-engineering the usage of significant proportions of the space and restoring heritage structures and facades.
2. We were working with a 150 year old heritage building, which has many challenges in its own right. However we pushed ourselves to strike a balance between the innovative newness of our concept and maintaining the elegant charm of the original structure at every opportunity.
3. We had to balance the creation of this massive experience centre with the need for business results. Something we can definitely say we accomplished - with the store experiencing a double digit sales growth since opening, with some categories even seeing three figure YOY percentage increases.
Sustainability
We launched a Footwear Recycling Hub in-store, which encourages customers to bring in old footwear which is then used to create the floor mats that sit underneath heavy equipment. An innovative initiative we are extremely proud of.
We specced sustainable and recycled material wherever possible throughout the store.
We introduced the use of screens to reduce the dependence on point of sale for seasonal campaigns.
Any printed point of sale is printed on 100% recycled paper
The entire store was fitted with energy efficient lighting.
Interior Design - Flagships & Showrooms
This award celebrates innovative and creative building interiors, with consideration given to flagship, discovery centers or showroom space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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