Sports Direct enlists inurface media for Oxford Street store revamp

Sports Direct today reopens its London Oxford Street flagship store, following a £10 million retail tech centric makeover.

The retailer says that the 50,000 sq. ft location will host the most LED, digital and interactive technology on Oxford Street.

Spread over four floors are touchscreen tablets, interactive displays and video displays totalling over 100 million pixels.

Working with partner company We Are Interact and creative design agencies The One Off and Brinkworth Designs, inurface media used digital technology to ensure the space is an immersive destination and not just a store, as well as partnering with brands such as Adidas, Puma, Nike and Under Armour.

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Installs include a selfie mirror allowing children to virtually appear in their favourite team kit and use snap mask filters to take still images and boomerang selfies using intelligent technology. Users can then send the content to a personal device to take away with them.

Lift and learn technologies, meanwhile, give people the opportunity to physically interact with products. When they lift a product, content is triggered on LED screens to provide information about it.

Josh Bunce, CEO at inurface media, says “Working with Sports Direct always allows us to push the limits and experiment which means the end results are exciting, unique and ground-breaking in their field.”

“With the Oxford Street install we have created bespoke installations and pushed technologies to their max to deliver the ultimate customer experience. It’s an exciting time for the changing face of retail and we can’t wait for our technology to be in the centre of it.”

Michael Murray, Group Head of Elevation at Sports Direct, comments: “inurface media have helped us channel our new vision and purpose into creating a globally recognised retail destination filled with digitally immersive technology.”

“The addition of interactive digital touchpoints transforms our store into a true experiential hub. This new flagship revolutionises the way we shop for kit and reinforces our position as the leading destination for sport.”