Sports Direct’s Cardiff flagship store represents a new era of immersive retail, bringing together cutting-edge technology and interactive experiences. More than just a retail space, the store is designed to engage customers through experiential gamification, ensuring each visit is both entertaining and memorable. With key brand partners like Jack Wills, Puma, and Nike, the store required state-of-the-art AV solutions to seamlessly integrate promotional content, practical assistance, and interactive gameplay.
Sports Direct Cardiff
Sports Direct Cardiff transforming retail through interactive digital displays.
The Client
The Problem
As consumer expectations evolve, traditional retail environments must adapt to offer more than just products, but to create engaging brand experiences. Sports Direct wanted to:
- Increase customer interaction through engaging digital experiences.
- Enhance in-store navigation and product discovery using intelligent touchscreen solutions.
- Create brand differentiation through experiential gamification that resonates with Cardiff’s passionate rugby culture.
The Solution
To achieve these goals, inurface media and our sister brand Xi introduced a range of high-impact digital installations designed to seamlessly blend shopping with entertainment.
Rugby Pass Challenge
A custom-built interactive rugby passing game, engaging Cardiff’s strong rugby community.
Features LED targets, motion-tracking sensors, and a digital leaderboard to create a fun, competitive experience.
Jump Booth
Allows customers to test their jumping ability using motion-tracking technology. The system records their attempts in slow-motion, creating a fun, shareable brand interaction that strengthens engagement with Sports Direct.
LED and Digital Displays
A 2500mm x 1250mm LED screen serves as a central display, combining promotional content with in-store assistance. The Seasonal Digital Wall (3250mm x 3500mm) introduces adaptable content, highlighting seasonal promotions and product features.
Interactive Product Discovery
In the outdoor section, Boot Finder touchscreens helps customers easily find their perfect hiking boots by offering personalised recommendations based on their preferences. Additionally, the 75” Digital Touch Screen Mannequin allows shoppers to interact with and explore various outdoor garments, enhancing product discovery in an engaging, tech-driven way.
The Results
The Cardiff flagship’s digital transformation has successfully
Boosted customer engagement, with sports-led experiences driving participation.
Enhanced in-store experiences, making product discovery more interactive and user-friendly.
Strengthened brand interaction, using digital touchpoints to connect with shoppers in a memorable way.
