In preparation for their status as a Gold Partner for their home Olympics in Tokyo 2020, ASICS came to Brinkworth to develop a strong new global retail concept for their stores. The latest, and the largest Asics retail store to date has opened on London’s iconic Regent Street and embodies the new retail approach going forward. Featuring all four ASICS brands under one roof for the first time, ASICS, ASICS Tiger, Onitsuka Tiger and Haglöfs will now all be sold within this one store.
The concept offers consumers a fully integrated, holistic sports environment where both the mind and the body are stimulated. The state-of-the-art concepts within the store are a reflection of the innovation that has been at the heart of the brand since its inception. A unique ‘robotic shoe delivery system’ has been introduced to enhance the delivery of products to the shop floor. Intuitive robotic arms placed in the shop window demonstrate key products and a striking kinetic lighting installation runs the length of the store pulsates at the same pace as the heart rate of a 100m sprinter.