Ministry of Design Creates User Experiences at Durasport Flagship in Singapore
“How do we make a physical store relevant?”
That’s what the team at Ministry of Design asked themselves, says founder and director Colin Seah, when they got the chance to design a Durasport sporting goods flagship in a new mall in Safdie Architect’s Jewel Changi Airport in Singapore. Their answer? Make the space an experience, make furnishings as high-performance as the products themselves, and—like any good athlete—ensure flexibility.
The result is as much an R&D lab as a shop, with 2,000 square feet divided into four zones of activities incorporating state-of-the-art products (co-curated by Ministry of Design) and futuristic displays that include virtual fitting rooms, foot-powered climbing walls, and bicycles ready for a test-pedal.
“The custom display system required lots of design and prototyping,” Seah says, “but it enables a wide range of products which are different in shape, size, and display requirements. Also, each time Durasport brings in new products, they are able to ‘clip in and clip out’ to configure a new shelving display.” All that, plus new visual identities such as mylar shopping bags, silver foil name cards, and acrylic display tags create a true exercise in retail relevancy.
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