Futuristic design reflects the ultra-performance sports gear offered at new store Durasport
Singapore’s Changi Airport is frequently lauded as the best in the world, and with the new addition of Jewel Changi Airport, it looks likely to hold that title. Within the mixed-use space is the recently opened Durasport, an immersive ultra-performance retail space that celebrates cutting-edge technology and futuristic design.
Durasport, a new-to-market brand and offshoot of work- and sportswear brand Durasafe, aims to target the relatively untapped market of ultra-performance athletes and enthusiasts. Singapore-headquartered architectural, interior design and branding firm Ministry of Design (who also designed the Durasafe Gallery in Singapore), are behind the sleek branding and identity as well as the interiors.
Looking to the future of brick-and-mortar sports retail, the firm designed the 180-square-metre store to include hands-on zones for where customers can try out state-of-the-art equipment. The store houses five simulators, among them the immersive ski simulator Pro Ski 360 (the first in Singapore), non-motorised Freedom Climber climbing wall, and a ‘Magic Mirror’ that allows customers to try on ski clothing virtually. The design team even had a say in the product range, co-curating a selection that includes the world’s first graphene bicycle and heat-mouldable cycling shoes.
High-grade stainless steel is the primary material used, a reference to the research and development (R&D) labs where the store’s products would have been created. A customised display system enables shelves, racks and holders to be clipped in and out of notched display walls, while the integrated LED lighting system and dynamic facade emphasise the fast-paced and futuristic character of the products inside.
Text / Babette Radclyffe-Thomas
Images / CI&A Photography, Edward Hendricks