Demix was already a successful sports product brand within Sportmaster.
The opportunity was to take it beyond the shelf.
We created the first standalone Demix retail concept — a place designed to inspire and activate the sporting spirit in everyone.
The store combined product expertise, digital storytelling and community-led experiences to create a stronger emotional connection between the brand and its audience.
Following the launch of the first store in Moscow’s Gagarinsky Mall, the concept expanded into further locations, supporting the growth of Demix as a true mono-brand retail proposition.
We designed the store as a call to action. At every turn, it breathes new life into the Demix promise – to get people moving more, for less. Motion mannequins reach out from the front of the store and greet shoppers as they move around the space, clearly signposting zones to make navigating easier. Design cues – colours, materials and graphics – are taken from training environments and give the store a vibrant authenticity. A clear digital and influencer-led marketing strategy keeps the store fresh and exciting. The result is a unique store experience that magnifies the brand’s core belief that life is an opportunity and sport is a way of making the most of it.
