Sports Direct’s flagship store at Birmingham New Street spans over 60,000 sq. ft. and houses not just Sports Direct, but also USC and Flannels. The store’s aim was to create an immersive and interactive experience across its diverse retail space, offering engaging digital touchpoints that enhance the customer journey and showcase leading sports brands like Nike, Adidas, Puma, and Under Armour.
Sports Direct Birmingham New Street
Elevating Sports Direct flagship locations with innovative AV solutions.
The Client
The Problem
The large, multi-level store needed to blend cutting-edge digital experiences while maintaining clear brand messaging. The challenge was to integrate digital technology across the entire store without disrupting the overall flow of the shopping experience. This included the need to create impactful displays for a wide range of sportswear and lifestyle brands, while also offering interactive solutions that encouraged customer engagement.
The Solution
Immersive Digital Displays
inurface media installed over 65 screens throughout the store, featuring large-scale video walls, LED ticker displays, and POS e-commerce touchscreens. This expansive network of displays enhanced the customer experience by providing real-time promotions, new product showcases, and brand engagement.
Atrium Showpiece
The 65sqm 360º LED display in the atrium, wrapping around the store’s three levels, created an eye-catching visual experience. The displays were synchronised using the latest AVoIP technology, ensuring consistent, captivating content across the entire store.
Interactive Engagement
Selfie and boomerang mirrors were installed to encourage customer participation. These mirrors allowed customers to take photos or videos, and instantly share their content on social media, driving brand interaction and enhancing the in-store experience.
The Results
The digital installations at the Birmingham store created an engaging, immersive experience, boosting customer interaction across all levels.
Enhanced customer engagement through interactive selfie and boomerang mirrors.
Immersive and cohesive digital experience across all levels of the store, powered by synchronised content.
Streamlined product promotions via targeted displays showcasing the latest products and deals.
