Asics Regent Street

+ Asics Regent Street, London. Brinkworth. Year 2017

The largest ASICS retail store to date has opened on London’s iconic Regent Street and embodies the new retail approach going forward. Featuring all four ASICS brands under one roof for the first time, ASICS, ASICS Tiger, Onitsuka Tiger and Haglöfs will now all be sold within this one store.

The state-of-the-art concepts within the store are a reflection of the innovation that has been at the heart of the brand since its inception. There are four ASICS MOTION ID areas, using sensors to capture consumer’s natural posture and movement when running, to inform recommendations of product types best suited to them. A unique state-of-the-art «robotic shoe delivery system» has been introduced to enhance the delivery of products to the shop floor. Intuitive robotic arms placed in the shop window demonstrate key products and a striking kinetic lighting installation that runs the length of the store pulsates at the same pace as the heart rate of a 100m sprinter.

My role in the project was more down to the end of the process. The original team needed my assistance in order to deliver due to tight deadlines. MY role was mainly helping on specification of finishes, coordination with sub contractors and site visits. There was a huge involvement from Brinkworth on developing some of the technologies first time ever used in a store like the «robotic shoe delivery system»


+Tienda Asiscs en Regent Street, Londres. Brinkworth. Año 2017

La tienda mas grande de la marca deportiva Asics hasta la fecha está en Londres, Regent Street. Un espacio en el que todas las marcas de la compañía japonesa están representadas: Asics Performance, Asics Tiger, Onitsuka Tiger y Haglöfs.

Mi rol en el equipo del proyecto fue principalmente coordinar todas nuevas tecnologias aplicadas al retail. Entre ellos destacar un robot que selecciona automaticamente el calzado y es transportado a las diferentes plantas de la tienda. Otras features son el motion ID que mide y analiza tu forma de correr para saber cual es tu calzado perfecto y un body escaner para tener ropa a medida.

BRINKWORTH + Asics // Regent Street store from brinkworth design on Vimeo.

all images copyright Brinkworth

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