New look store surprises and delights

November 10, 2020

Stirling Sports is an iconic brand in New Zealand, one which is “anchored in sport, executed with style.” The retailer, along with designer Ellery Design passionately believe that the store is Stirling Sports’ most influential brand asset, where future shopper behaviour is formed.

The design intent for this store was to create an exciting customer experience with a look that is industrial, simplistic and sets Stirling Sports apart from their competitors. The look and feel needed to emulate the products on display, and elevate Stirling Sports style credentials. Success is creating an end result that surprises and delights the consumer.

A design brief was presented to GDM, requesting the use of light industrial materials and colour palette, with digital integration and customer experience through design.

It had to feel like a space that belonged to the customer, but did not single out gender or the stereo typical sports jock of the past,  it had to appeal to the now diverse active wear customer that takes this offering and can wear it in any scenario.

The space had to demonstrate an international flavor and be representative of the mix of world leading brands on an equal footing so that the retail platform worked harder not just for the brands but the diverse mix of range, from footwear, to street, active and urbanwear.

The resulting store is light, modern and chic. The risk the client took on this new look was repaid in spades even from the launch of the very first store. Sylvia Park has become a flagship for the brand, not just in its enormous footprint but also in its attention to added detail in and around the fixtures. GDM were integral in manufacturing and refining these elements. 

Mark Ellery, principle of Ellery Design quotes,

This project demonstrates how a project comes together effortlessly when the client works closely with the design team, has a strong voice at the design table but respects the expertise and craft that designers, manufactures and shopfitters have to truly deliver a vision on time on budget and on point”.

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