Global sporting goods manufacturer, ASICS recently built their new headquarters in Montpellier, France with a 250 sq. meter ground floor showroom to display new collections to retailers. They asked us to design the layout of the showroom, organising it into three different spaces: lifestyle, running and other sports including football, rugby and tennis.
We took inspiration from the Latin phrase Anima Sana in Corpore Sano (ASICS), which sums up brand founder Kihachiro Onitsuka’s philosophy, a sound mind in a sound body. ASICS believes in finding harmony between the body and mind and that sports is key for a healthy body, so we chose to celebrate movement. We created a giant anamorphic logo in the lobby that would encourage visitors to have fun whilst rearranging the brand's iconic sign at the entrance. We also took the idea of a stadium for the design of the showroom and created a system of display stands reminiscent of stadium stands. A series of large sliding cabinets can be moved around to display specific parts of the collection and maximising the display space inside a limited area. The three showrooms are separated by electronically controlled doors, which allow the space to be modulated to create private working areas for several groups, they also house tables surrounded by benches providing an area for professionals to exchange viewpoints and work on their collections and orders.
Our concepts were also extended to the reception area and brand museum and following the design phase, we also delivered on the entire build and fit.