Sports giant ASICS came to us to develop a new concept for their stores around the world. The aim was to represent the heritage of a brand that has been in the industry since the fifties, while offering a modern, fully-integrated consumer environment that looked to the future.

ASICS is an acronym of the latin phrase ‘Anima sana in corpore sano’, meaning ‘a sound mind in a sound body’. Our concept reflects the harmony of this philosophy through a store environment that balances the highly technical aspects of the brand (the body) with natural, warm finishes, features and materials (the mind).

When shoppers order a particular size from a member of the team, a unique ‘robotic shoe delivery system’ kicks in. A motorised arm selects the pair from stock and delivers it back to the shop floor, while another arm in the window display catches the eye of passing customers with featured products. This technology is complemented by a touch of nature, with hydroponics potted in troughs above the store floor helping to improve air quality.

We also raised awareness of this new concept by showcasing it at sporting events around Europe, with pop-ups at marathons in Barcelona and Paris.