001 CASE STUDY: ASICS AMSTERDAM FLAGSHIP
Brief Using the ASICS Global Retail Design Guidelines laid down by Tokyo based Formation Inc. as a startpoint, Wests were asked to create a vision for this store, one that would be a three dimensional extension of the brand’s DNA. ASICS Europe B.V. wanted the end result to increase brand awareness, improve customer experience, drive sales & create brand loyalty. Furthermore, this would be a blueprint for ASICS to activate their retail presence across Europe. This flagship store was to house the following concepts: An ASICS Running Lab., ASICS FOOT ID, ASICS Running Club, a sales area for ASICS entire performance collection of apparel, footwear & accessories and a showroom space.
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Contents 004 Site 006 Hoarding 010 Concept 018 Construction 022 Completion
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Site It was no coincidence that ASICS looked for a prime space near Amsterdam’s infamous Vondelpark when trying to find a site for their new European flagship. This is where the city’s runners exercise and was a perfect location for a flagship running store. In a building designed by Dutch architectural
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star Rem Koolhaas, changing the external appearance of the site to reflect ASICS Global Retail Standards was always going to be a challenge and there was to be a lengthy negotiation process between the city planners and ASICS to get a satisfactory solution. The biggest issues were being allowed to alter
the external structure to the brands iconic blue and also getting the city to agree to an inviting 6 metre wide, single point of entry rather than the two existing, unispiring, sets of double doors. Internally the site was perfect, 6000ft2 of single storey space with minimal column intervention and high ceilings.
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Hoarding During the construction period, we ‘wrapped’ the building with a large scale dynamic graphic. This billboard for the brand used the then current advertising campaign, and we printed onto silver vinyl (SAV) to accentuate the campaign and give bold standout on this thoroughfare through the city. As the completion date drew near we added extra graphics to advertise for staff recruitment.
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Concept From the dynamic external design, the customer takes a journey through ASICS’ complete apparel running collection, along with selected products from ASICS’ other sports performance categories. Towards the back of the store is a large dedicated footwear area where staff help
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customers choose exactly the right shoe for them around an ‘expert bar’. Customers are encouraged to have their individual biomechanical profiles completed in The Foot ID to ensure correct footwear selection. The footwear area also contains footwear scanners, here customers can place a shoe they
are interested in on a pad and, using RFID technology, a bespoke movie about that particular shoe is played. As the customer leaves the store they approach a large service desk where they can pay, but also gain further information on running accessories and nutrition.
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01. Display Zone 02. Run Better Area 03. Mens Apparel 04. Womens Apparel 05. Foot ID 06. Running Lab
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07. Footwear Area 08. Showroom 09. Stockroom 10. Magic Box 11. Cash Desk & Information 12. Running Club
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Centred around the store’s ‘Technological Heart’ a two storey structure, this glass and steel construction contains ASICS FOOT ID and ASICS Running Lab equipped with the most advanced biomechanical & running analysis systems.
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KIHACHIRO ONITSUKA
Despite falling on the 12th
29.05.1918 - 29.09.2007
‘72 Munich Olympics,
HIS SPIRIT WILL LIVE FOREVER Every April in Japan when university graduates started working at ASICS, Kihachiro Onitsuka read out loud five definitions of sportsmanship spirit that have been passed on from ancient times to today: First: A sportsman should learn to respect rules. The observation of rules is a fundamental requirement as a good member of society. Second: A sportsman should learn to be courteous toward not only the opponents but also anyone around. He should behave courteously at all times and treat people the way he wants to be treated. Besides, it is important to show gratitude whenever desired. Third: A sportsman should learn to prepare himself so that he is able to display his best in any given condition. If a sportsman wants to obtain good results he has to train with a positive, passionate, creative, enduring and challenging attitude, which is also applicable for being successful in life. Fourth: A sportsman should learn the importance of teamwork. By cooperating and helping each other, not only higher results will be obtained as a team but also individual abilities and skills can be improved more efficiently andeffectively. To attain higher goals in life, help from many people is necessary. Fifth: A sportsman should keep his goals and make every effort for self-development to reach his goals. A sportsman should learn about endurance. At the time of the postwar turmoil, Onitsuka thought about the importance of sports in daily life, social activities, and business. Although people's standards today are not the same, and although life is getting more and more difficult, the above-defined sportsman should be the role model for all people who are living today. Let's add one more definition: Sixth: As a sportsman, all you need to do after falling down is to stand up again. If you fail, keep going until you succeed. And now, please read all six definitions again by replacing "sportsman" with "I".
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lap
of the 10,000 metres of the
Lasse Viren went onto win
Gold.
Lasse
Viren.
5,000 & 10,000 metre runner
We created strong large format graphics throughout the store including external graphics showing running routes around the Vondelpark, current campaign imagery, historic content about the ASICS story, shoe technology explanations and ‘Run Better’ information. This in turn was printed and installed by LtdLtd using innovative and appropriate media selections, all finished with ‘liquid crystal sealing’ for longevity.
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Construction Once the concept was complete, we worked closely with Laurent Godel (Godel Tabora Design) who helped turn the concept into reality. Creating a robust set of construction drawings, he engaged the services of structural engineers, lighting designers, mechanical engineers, the main contractor and a whole host of specialist contractors to faithfully deliver to the brief. Managing the site and keeping tight financial control of the construction process, Laurent provided experience and precision to manage the process up to handover.
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It was a pleasure to work side by side with Wests on this challenging project, which resulted in one of the most spectacular and unique retail spaces I have ever seen. Laurent Godel, Godel Tabora Design
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Completion Opening in December 2010 to critical acclaim globally, the Amsterdam flagship is trading above plan. It is a benchmark in this retail sector and has proved to be The Ultimate Sports Performance Store.
01. Dynamic Store Exterior
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01. D ynamic Store Exterior 02. Run Better Area 03. Technological ‘Heart’ 04. ASICS Running Lab 05. Expert Bars
06. First View 07. ASICS Running Club 08. Service Area 09. The Ultimate Sports Performance Store
02. Run Better Area
The ASICS Flagship Store in Amsterdam is more than a store. It will offer the full ASICS running experience and help us build a strong relationship with our customers. We believe that the success of this store will lead to more ASICS stores opening in major European capitals. Fernando Pina Mulas, Head of Retail at ASICS Europe B.V.
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03. Technological ‘Heart’
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04. ASICS Running Lab
05. Expert Bars
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06. First View
07. ASICS Running Club
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ASICS is the world leader in performance running, and this new store underlines our position as the market leader. This is exactly what ASICS stands for: innovation, science and true sport. Alistair Cameron, President and CEO of ASICS Europe B.V.
08. Service Area
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09. The Ultimate Sports Performance Store
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Acknowledgements
Space
· Asics Europe B.V. – Client · West’s (Manchester, UK) – 3D Concept & Design Development, Graphic Design & Artwork · Formation Inc (Tokyo, Japan) – Provision of ASICS Global Retail Design Guidelines · Godel Tabora Design (Barcelona, Spain) – Architectural Design & Construction Drawings · INTO Lighting (London, UK) – Lighting Design · LtdLtd (London, UK) – Specialist Support for Design & Production of large format graphics. · AMG (Netherlands) – General Contractor · M&V (Germany) –Fixture Manufacturer
Total Area, 560 m2 (6000sq ft) including:
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Mezzanine, Running Lab, 40m2 (430sq ft) Running Club, 30m2 (330sq ft) Stockroom & Staff Facilities, 50m2 (540sq ft) Showroom/Education Space, 55m2 (590 sq ft)
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West Design Consultants www.wests-web.com 40 Thomas Street Second Floor Manchester England, M4 1ER Tel. +44 (0) 161 832 6111 Fax. +44 (0) 161 832 6999
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