Sports Direct’s Oxford Street flagship store represents its most ambitious digital transformation to date. Spanning 50,000 sq. ft. across four floors, the store was designed to provide a fully immersive retail experience, integrating digital innovation at every turn. More than just a Sports Direct store, the space houses other Frasers Group brands, including USC, Lilywhites, and House of Fraser, alongside major sportswear partners like Adidas, Puma, Nike, and Under Armour. To create an interactive and engaging environment that stands out on one of the world’s busiest shopping streets, Sports Direct needed a seamless blend of digital signage, experiential technology, and analytics-driven insights.
Sports Direct Oxford Street
LED Innovations illuminate the future of retail at Sports Direct.
The Client
The Problem
With increasing consumer expectations for experiential retail, Sports Direct wanted to elevate its in-store experience beyond static displays. The goal was to incorporate high-impact visuals, interactive touchpoints, and real-time analytics to make shopping more engaging. Key challenges included:
- Capturing attention in a high-footfall location through dynamic and impactful digital content.
- Enhancing customer interaction through interactive retail technology.
- Utilising data analytics to understand customer flow, demographics, and product engagement for smarter store planning.
The Solution
To meet these objectives, inurface media implemented a suite of cutting-edge AV solutions, creating a digitally immersive shopping environment.
Rotating LED Window Displays
Industry-first rotating LED pillars that function as either two large-scale displays or eight individual digital pillars, adapting content dynamically.
Interactive & Experiential Installations
Custom-built photo booths, interactive touchpoints, and experiential games like the Jump booth engage customers in a fun, brand-driven way.
AI-Powered Analytics
Heat mapping cameras track customer movement, providing real-time insights into store flow and dwell time while demographic analytics help tailor content to different customer segments, adjusting digital displays accordingly.
The Results
The collaboration successfully transformed the Carnaby Street flagship into an immersive, engaging retail destination.
Enhanced customer engagement, with digital touchpoints encouraging active interaction rather than passive shopping.
Stronger brand presence, as rotating LED pillars and interactive displays create an eye-catching digital-first retail space.
Data-driven decision-making, allowing Sports Direct to optimize layouts, promotions, and content strategies based on real-time analytics
