Architecture and interiors firm Ministry of Design has completed an immersive ultra-performance Durasport store within Singapore’s recently completed Jewel Changi Airport.
Designed to resemble a futuristic research and development lab environment, the store is tailored to sports enthusiasts who want to try out sportswear and equipment in simulated environments before buying them.
Singapore studio Ministry of Design was invited to create the interior and graphics for the sports store, which is located within Jewel Changi Airport, designed by Safdie Architects.
Called Durasport, the store is designed to attract ultra-performance athletes and sporting enthusiasts, which the architects said is “a growing but relatively untapped market segment”.
“Durasport is the second store we’ve designed for our client Durasafe,” the studio explained.
“The question we asked is: ‘How do we make a brick and mortar sports store relevant in the 21st century?'”
Adopting a three-stage retail strategy for the in-store experience – excite, immerse and convince – the store features four hands-on experiential zones.
These zones allow cyclists, skiers, climbers and triathletes to sample and test the high performance sportswear and equipment before they purchase them, and is facilitated by five simulators.