It’s not often that retailers open very large sports stores these days, but pan-European operation Intersport has just unveiled this 10,000 sq ft, single-floor outlet in Sweden’s second city, Gothenburg.

The interior has been created by UK consultancy Cada Design Group and is a pilot for the retailer that, if successful, is easily adaptable for use in small and large outposts of the 5,000-store strong group.

The store concept features a white background with a blue lighting scheme that weaves throughout the building, picking up on Intersport’s brand colours. A central aspect of the new design scheme is a series of “worlds” where, rather than displaying collections by products, the range is offered by categories such as running, football
and outdoors.

There are also a number of in-store test-drive areas where shoppers can try out the products. The design picks up on the trend for providing technology that allows shoppers’ fitness to be assessed. From a commercial perspective, it goes a step further than many other retailers, providing purchase recommendations as part of the service.

In terms of in-store navigation, many of the visual clues are provided overhead by a “floating walkway” that guides customers though the space. The shop also plays the low ambient light trick with LED lighting focusing attention on specific merchandise areas. Finally, the store has improved mid-shop equipment, much of which has a white, high-gloss finish.

According to Intersport, “the new concept will in due course be implemented by every territory”. We shall see.