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Sun & Sand Sports - Flagship Store, The Dubai Mall

consumer-focused connected experiences

Sun & Sand Sports

Sun & Sand Sports, a leading multi-sport retailer in the UAE, approached us to reinvigorate their brand identity and deliver a first-of-its-kind store, leaving customers coming back for more.

The Brief

When the Gulf’s leading multi-sport retailer approached us to re-imagine their brand and create a state-of-the-art flagship store, we turned up the creative heat. Located in the exclusive Dubai Mall, the world’s largest retail destination, we created a digital oasis to stand out from the copious competition.

The Insight

What do we know about today’s consumers? They multi-screen. They devour information. They expect personalised experiences. They want to interact. They love to share. In summary, they demand a lot. A future-proof store must deliver against these expectations.

The Solution

Starting with a series of workshops, brand audits and trend analysis, we identified an opportunity for Sun & Sand Sports to reinvent the in-store experience and deliver real-time information, personalisation and innovation at every touchpoint with cutting-edge technology and unexpected new experiences.

So we developed a first-of-its-kind 1,800m2 digital space. A 360-degree approach to the customer journey allowed us to create a multi-channel, immersive experience. Three interactive Experience Zones (football, basketball and running) highlight the sights and sounds of each sport, with social media integration and the ability to capture customer details. Our CRE-8 Customisation Zone allows live artists to personalise items, from sneakers to surfboards, and a central event space showcases new products and up-and-coming sports.

Meanwhile, women’s fitting rooms feature 360-degree mirrors, digital style guides and a large consultation area. Digital touchscreens feature buying guides, get-the-look style advice and vibrant branded content from the world’s leading sports brands. All the digital signage throughout the store can controlled and taken over for brand activation, at the touch of an iPad.

The Results

  • 0 users

    11,255 trial zone users in the first two months

  • 0 %

    43% shared their trial zone results on social media

The Results

Miquel Pancorbo, President of Sports Division – Gulf Marketing Group

"Working with Green Room enabled us to make the shopping experience at Sun & Sand Sports concept store, a fun, entertaining and personalised journey for our customers. We have invested in the latest technology, design and service concepts to create something truly unique."