An Immersive Melbourne Flagship Destination That's Scaled for Execution Across Australia


What did we do?

Cemented rebel’s position as the leader of Australian sports retail with signature experiences for the female athlete and global football fanatic

Established a strategic framework to guide an intentional customer experience

Evaluated the retailer’s position and current experience to identify areas for improvement and innovation

Imagined and designed signature elements including the women’s first Fit Studio

Activated the brands Sport is Calling mantra



Developed customer personas and experience principles that aligned the store experience to the unique needs and preferences of each distinct customer group


Building on strategic imperatives, designed and executed two unique areas with distinct personality and experience, while seamlessly integrating into the overall store journey

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