Posted: Tuesday, 1 December 2015 @ 03:33
IdeaWorks Sydney and
rebel create the ‘stadium of sport’
Sydneysiders will revel
in a world-class retail experience when Australia’s largest sporting retailer, rebel,
launches its first ‘accelerate’ store on Friday 27 November, 2015 at Westfield
Bondi Junction.
In partnership with
rebel, IdeaWorks Sydney devised the new store strategy, which set out to create
a space that injected the emotion, passion and excitement of sport into the
shopping experience.
The aim, for customers
to see rebel as a place where they could ‘get in the game’, forming the
ultimate in-store environment.
Danny Lattouf,
Managing Director, IdeaWorks Sydney, explained, “Our talented creative, shopper
and retail design teams partnered with rebel from a strategic, concept and
design perspective. And throughout this process, we were informed and inspired
by our worldwide LabStore network, propriety research and analytics tools, and
thousands of retail visits globally.”
To authentically
deliver an inviting game playing experience for the shopper, IdeaWorks Sydney
brought the concept into the physical realm with tangible elements synonymous
with the world’s biggest sporting stadiums.
Erica Berchtold,
Managing Director, rebel, noted “We believe in listening to our customers and
giving our sports lovers the access to the best brands, best products and best
services, and we believe the creative design services and digital offerings of
our new store reflect that.”
IdeaWorks Sydney brought
the idea to life with textured sports materials, such as custom
concrete-inspired wall panels, cyclone fencing, stadium lights, interactive
sports-style LED screens, sport line markings, turf inspired flooring, bench
seating and sound showers create a thoroughly immersive experience that evoke
the emotion of being at the arena amongst fellow fans and heroes.
By fusing stadium
elements and trademark features of rebel’s current stores, the design remains
true to the brand’s ethos and customers will recognise the essence of rebel.
The opportunity was
to showcase partner brands within the space without overpowering the rebel
proposition. With rebel as the overarching storyteller, Nike, Under Armour,
Reebok, Adidas and many more worldwide and local brands come together to
deliver the ‘rebel stadium of sport’.
This is the first
of several accelerate stores to roll out over the next 12 months and it is
only the beginning of where retail theatre and innovation will come to life at
rebel. Each accelerate store is unique with local community references
playing a significant part in the custom design of each store. In Bondi, for example,
digital screens display local cultural icons, a 20 metre stretch graffiti
wall pays tribute to the world famous graffiti of Bondi beach, and the
front of store counter is branded with BONDI lettering.
Mr. Lattouf is keen
to understand the impact the store will have to the retail landscape,
specifically rebel.
“We’re excited to
see how shoppers experience the store, how that translates into strong sales
performance and how the platform evolves as we continue our partnership with
rebel,” concluded Lattouf.
Erica Berchtold,
Managing Director, rebel, is thrilled with the result and IdeaWorks Sydney’s
contribution to the accelerate store concept.
“IdeaWorks Sydney
has been instrumental in bringing this project to life with us. The team’s
creativity paired with innovative design, expertise in shopper and dedication
to the customer experience is only exceeded by their commitment to our
partnership,” said Berchtold.
For
all media enquiries, please contact:
Sophia Papas
IdeaWorks
sophia.papas@ideaworks.com.au
About IdeaWorks Sydney:
With
more than 17 years of retail advertising, shopper marketing and store design
experience, IdeaWorks Sydney embraces today’s globalised,
digitised, polarised and personalised consumer environment. It has global
perspective with local understanding and credibility and creates impactful
campaigns, and memorable shopper experiences. It does it all, wherever brands
can engage with consumers and transactions can be influenced or made.
W: www.ideaworks.com.au