Engaging Spaces for Sport

Mason Innovation
Jan 9, 2016
5 min read

Client: ASICS

Location: Substation, Charles Street, Sheffield, UK

Project Status: Completed

T H E C L I E N T

Founded by Kihachiro Onitsuka, ASICS is a sports wear and equipment corporation founded in Japan, 1949. The name ASICS is an acronym for a Latin phrase: "Anima sana in corpore sano" that translates as "a healthy soul in a healthy body". More about ASICS can be found on this infographic

T H E S I T E

Located between two one-way streets is a Substation on Charles Street; a four wall brick build with a slate gable roof. Within proximity to the site, there are multiple significant structures, including the Sheffield Hallam University, Showroom Cinema & Workstation Gallery, and a number of dining locations. Future builds within the area include a residential and commercial site along Charles Street and a University build adjacent. On site parking is available, and a short 5 minute walk away are the Sheffield Bus & Coach station, and the Train Station & Tram Network.

The local demographic consists of mostly students, since the University is practically adjacent to the site. The HUBS is central for sporting meet ups, and there are several gyms nearby; ideal for a sporting shop to be located within the area.

The substation has an element of industrial charm that can relate to the existing style of the ASICS brand. Very little light is able to enter the build, so a design that manipulates light sources is crucial to ameliorate the space.

T H E B R I E F

My design focuses on the footwear department of ASICS retail; providing an interactive and engaging experience that is common in a series of ASICS' branches to encourage consumers to interact with the brand. An industrial aesthetic references the site’s context of Sheffield as a majorly industrial city, in addition to aesthetic connections with the New York flagship store. My design includes digital and sustainable elements in order to inspire and captivate consumers; A legacy inspired by Mr. Onitsuka.

E X T E R I O R

Inspired by the trapezoid window display of another ASICS store, a polygonal glass extension creates an eye-catching feature that brings the recessed build further towards the pavement of Charles Street. The front facades of the extension include areas of clear glass to create an open space and allow passers to become intrigued by the happenings within the site; whilst other areas are frosted for some privacy and to create wonder for those outside of the space.

Across the yard and walls of the site, a number of bright streaks in yellow and blue lead the eye to the build. Leading from the brightly coloured strips, a bench forms at the exterior of the store as a welcome to those passing by and inviting them to take a rest from their activity. This key piece of furniture acts as a symbol of reflection; that it is alright to rest. The shape is inspired by the same trapezoid window display as the polygonal extension.

I N T E R I O R

Entering into the main retail space, there are four key areas; motivation, display, seating and trialing, and the point of sale.

M O T I V A T I O N

The motivation area consists of a spotlight illuminated scaffolding display unit with mannequins of ASICS registered athletes wearing their ASICS attire; fact sheets are situated behind the mannequins about their age, height, shoe size and sport. Consumers are encouraged to stand on the foot print decals on the floor in front of the athletes in order to compare their shoe size, aiming to encourage users of the space to be inspired by athletes that are of similar build or shoe size.

D I S P L A Y

The display section spreads across the back wall, with a custom furnishing that displays shoes on wooden shelves with concealed lighting beneath each shelf; consumers are encouraged to interact with the shelves to browse the products by turning a wheel crank that rotates the shelving units; this feature also allows for better storage with less space taken up on the shop floor.

S E A T I N G & T R I A L I N G

Situated beneath an array of plumen bulbs, the seating and trialing space includes a modular series of wooden cubes that can be arranged into fresh layouts with a range of purposes; overall the cubes pose as seating, however some include extra storage for shoe boxes, others act like lockers for users to store their items whilst trying on products. There are also boxes fixed into the floor with a lift-up hatch that all feature different terrain types, so that consumers can trial shoes on different surfaces such as sand and gravel. Some of the cubes perform display duties, where a number of which are positioned with recommendation cards from employees of the branch, in addition to some consumer recommendations also; allowing for all members of the ASICS family to engage directly with consumers without having to talk with them.

P O I N T O F S A L E

Featuring a full 1000mm high counter with lower accessible desk, the point of sale desk hosts a collection of iPads for personalised and independent checkout. The counter also stores running and trail accessories within the frosted glass cabinet. A timber beam performs as a full length pendant light over the concrete and glass counter.

S T A F F A R E A

To the rear left of the space is an accessible staff toilet and store room using the same bespoke shelving units on the shop floor for simple and minimal storage.

A C T I V I T Y E X T E N S I O N

The polygonal extension is fully accessible with a wide door way, mini open lift and ramp to access the raised stations. Within this space is a digital interactive Virtual Reality system with integrated treadmill that warps consumers from jogging through the city to the local peak district; aiming to engage and immerse consumers into the excitement and sights of activity. To the front of the extension is a typical running clinic (common in a number of ASICS stores) for consumers to have their running techniques analysed in order to find their perfect shoe.

O V E R V I E W

The overall design creates a fluent route throughout the space that allows consumers to engage in both digital and non-digital activities to encourage brand relationships and an interactive experience. The key spaces communicated the ASICS brand and their aim to improve attire and accessories for activities and sport, with an industrial aesthetic that connects to the local history of the site.