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ASICS flagship opens in Regent Street

Sports brand ASICS has launched a new flagship store on London’s Regent Street, featuring elements introduced as part of a redesign by Brinkworth.

The largest ASICS store to date, the Regent Street store carries all four ASICS brands – ASICS, ASICS Tiger, Onitsuka Tiger and Haglöfs – under one roof for the first time.

Brinkworth has sought to reflect the core concept of ASICS – an acronym of the Latin phrase Amina sana in corpore sano, or a sound mind in a sound body – in the design of the store. The interior balances highly technical aspects of the brand, representing a sound body, with warm and natural finishes and materials, representing a sound mind.

The store will seek to stimulate both mind and body, with living plant installations and natural wood finishes contrasting with technology such as videowall installations and a robotic shoe delivery system: Robotic arms in the store’s main window demonstrate key products, while a kinetic lighting installation runs the length of the store, pulsing at the same rate as the heart of a 100m sprinter.

Retail furniture has been developed with RFP, with a modular post system providing a perimeter wall framework to display graphics, digital panels, racks, shelves and shoe stand. Ten different mid floor unit types can be configured in a multitude of ways to allow maximum flexibility.

“Our new Regent Street store is a beacon for the ASICS DNA. Through the innovative retail space consumers can physically interact with the brand witnessing the technology, breadth of product and ‘Sound Mind, Sound Body’ philosophy. We will take all of the positive elements of this state-of-the-art offering and translate it through further store openings across the globe,” says ASICS EMEA direct to consumer director Scott Wakefield.

The Regent Street site is one of several new stores opened as part of a drive to create more physical brand stores in major international cities. Newly designed ASICS stores have already opened in Brussels, Seoul, Berlin, Paris, Amsterdam, Tokyo and London’s Oxford Street, soon to be followed by New York. 

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