Sports Direct Birmingham New Street

Elevating Sports Direct flagship locations with innovative AV solutions.

inurface media partnered with Sports Direct to create an immersive shopping experience at their new flagship store in Birmingham New Street. The store, spanning over 60,000 sq feet, featured Sports Direct, USC, and Flannels, requiring the store to be divided into dedicated areas for each brand.

inurface media collaborated with The One Off and Brinkworth Design to install over 65 screens throughout the store, including large-scale video walls, LED ticker displays, and POS locked down ecommerce touch screens, offering an interactive shopping experience. In addition, the digital displays showcased the latest products from major brands such as Nike, Adidas, Puma, and Under Armour.

The atrium showpiece spanned across 3 levels of the store and accounted for 65Sqm of LED alone. The 360º LED displays were wrapped around the balcony of each floor, providing a unique shopping experience for customers. Using the latest AVoIP equipment, inurface media ensured the content on all the digital displays was synchronised, displaying the same content across all levels.

Interactive selfie and boomerang mirrors were installed to encourage customer and brand interaction, enhancing the overall shopping experience.

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