Roar's tranquil yet interactive scheme allows vibrant products to shine at Underground concept store in Dubai.
When it comes to active wear, fluorescence is now used in abundance.
And this poses a challenge to designers seeking to craft schemes that don't clash with the products on display.
For Roar's latest project, the Underground store, a new multi-brand sporting goods outlet in the heart of Dubai’s Design District, this was a key consideration.
In response, Roar's design provides a dynamic shopping experience that caters to today's active lifestyle trends. Pallavi Dean, founder and creative director of Roar, comments: "When designing this new store, we had to ensure the environment was relatively neutral.
"This idea stemmed from the brand name itself—Underground. We wanted to avoid anything too pastiche. Instead, we asked ourselves how we could creatively reinterpret 'underground' to inspire the interiors of the space.”
The entire space is clad in white subway tiles, creating a blank canvas that aims to accentuate the vibrant colours of the products on display. This minimalist backdrop ensures that each item stands out to catch the "often short-spanned attention of today’s customers". The use of scaffolding-style materials for displays and hanging rails introduces an urban, industrial vibe, to reinforce the store's contemporary aesthetic.
With experience and customer engagement in mind, Roar has incorporated interactive elements throughout the store. Visitors can test products before purchasing, with features such as a basketball hoop and a dedicated running track section. This hands-on approach is not only to enhance the shopping experience, but also encourages a deeper connection between customers and the products.
The curves have been included to deter from "the typically rigid mall atmosphere" to create a more inviting environment. There is also a wayfinding benefit, to make the customer journey both intuitive and enjoyable.
