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Sun & Sand Sports - Flagship Store, The Dubai Mall

defining a digital oasis of connected experiences

Sun & Sand Sports

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

The Brief

Located in the exclusive Dubai Mall, the world’s largest retail destination, Sun & Sand Sport required a state-of-the-art flagship store that would stand out from the copious competition and offer something more- a unique, visually enticing, immersive experience. One that would set a new benchmark for sports retail.

The Insight

What do we know about today’s consumers? They multi-screen. They devour information. They expect personalisation. Personalised experiences. They want to interact. They love to share. A future-proof store has to meet these expectations in order to keep up with the evolving demands of today’s consumers.

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


The Solution

So, we turned up the creative heat and developed a first-of-its-kind, vast 1,800m2 digital oasis. Our 360-degree approach to the customer journey allowed us to create a multi-channel, immersive experience. Three interactive Experience Zones (football, basketball and running) invite customers in to play, with social media integration and the ability to capture customer details on the digital leaderboard encouraging community competition.

Our CRE-8 Customisation Zone allows live artists to personalise items, from sneakers to surfboards, whilst also acting as a central event space to showcase new products and up-and-coming sports.

The women’s fitting rooms boast 360-degree mirrors, digital style-guides and a large consultation area, whilst touchscreens feature buying guides, get-the-look style advice and vibrant branded content from the world’s leading sports brands. The space places relevant content into the hands of the consumer, allowing them to browse at their own convenience and ease as they try on clothes, transforming an often stressful changing room experience.

All the digital signage throughout the store is changeable, which can be controlled and taken over for brand activation, at the touch of an iPad. Click here to view the store in our 360° render.

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."