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Hires, Wins & Business
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IdeaWorks Sydney & Rebel Create the ‘Stadium of Sport’ with New Store

Y&R Australia , 10 months ago

Rebel launches first ‘accelerate’ store at Westfield Bondi Junction

IdeaWorks Sydney & Rebel Create the ‘Stadium of Sport’ with New Store

Sydneysiders will revel in a world-class retail experience when Australia’s largest sporting retailer, rebel, launches its first ‘accelerate’ store on Friday 27 November, 2015 at Westfield Bondi Junction.

In partnership with rebel, IdeaWorks Sydney devised the new store strategy, which set out to create a space that injected the emotion, passion and excitement of sport into the shopping experience. The aim, for customers to see rebel as a place where they could ‘get in the game’, forming the ultimate in-store environment.

Danny Lattouf, Managing Director, IdeaWorks Sydney, explained, “Our talented creative, shopper and retail design teams partnered with rebel from a strategic, concept and design perspective. And throughout this process, we were informed and inspired by our worldwide LabStore network, propriety research and analytics tools, and thousands of retail visits globally.”

To authentically deliver an inviting game playing experience for the shopper, IdeaWorks Sydney brought the concept into the physical realm with tangible elements synonymous with the world’s biggest sporting stadiums.

Erica Berchtold, Managing Director, rebel, noted “We believe in listening to our customers and giving our sports lovers the access to the best brands, best products and best services, and we believe the creative design services and digital offerings of our new store reflect that.”

IdeaWorks Sydney brought the idea to life with textured sports materials, such as custom concrete-inspired wall panels, cyclone fencing, stadium lights, interactive sports-style LED screens, sport line markings, turf inspired flooring, bench seating and sound showers create a thoroughly immersive experience that evoke the emotion of being at the arena amongst fellow fans and heroes.

By fusing stadium elements and trademark features of rebel’s current stores, the design remains true to the brand’s ethos and customers will recognise the essence of rebel.

The opportunity was to showcase partner brands within the space without overpowering the rebel proposition. With rebel as the overarching storyteller, Nike, Under Armour, Reebok, Adidas and many more worldwide and local brands come together to deliver the ‘rebel stadium of sport’.

This is the first of several accelerate stores to roll out over the next 12 months and it is only the beginning of where retail theatre and innovation will come to life at rebel. Each accelerate store is unique with local community references playing a significant part in the custom design of each store. In Bondi, for example, digital screens display local cultural icons, a 20 metre stretch graffiti wall pays tribute to the world famous graffiti of Bondi beach, and the front of store counter is branded with BONDI lettering.

Mr. Lattouf is keen to understand the impact the store will have to the retail landscape, specifically rebel.

“We’re excited to see how shoppers experience the store, how that translates into strong sales performance and how the platform evolves as we continue our partnership with rebel,” concluded Lattouf.  

Erica Berchtold, Managing Director, rebel, is thrilled with the result and IdeaWorks Sydney’s contribution to the accelerate store concept.

“IdeaWorks Sydney has been instrumental in bringing this project to life with us. The team’s creativity paired with innovative design, expertise in shopper and dedication to the customer experience is only exceeded by their commitment to our partnership,” said Berchtold.

Category: Retail and restaurants , Retail stores