Store Design / Concept of the Year : Rebel
Rebel by name , rebel by nature . It takes a particularly brave retailer to launch an entirely new physical store concept at the very peak of Covid , but that ’ s exactly what the sports retail giant did last year in Doncaster , Victoria .
This is no ordinary store concept either , jam-packed with highly immersive experiences and high-touch interactivity ( with hand sanitisation stations in place of course ), designed to allow customers to try before they buy . From the indoor football field and the basketball court to the smart watch station and e-gaming suite , the Rebel
RCX concept is experiential retail at its finest .
The concept has since rolled out to Parramatta and Miranda in Sydney and by the end of the financial year , 40 stores will have undergone full refurbishments or had new RCX elements added to them .
“ The store is designed to inspire customers to pursue their sporting goals . It is our vision to inspire all Australians to chase their sporting dreams and passion , and the Rebel Parramatta store is a testament to that vision ,” said Gary Williams , Rebel managing director .
“ Rebel RCX Parramatta is the second rebel concept store of its kind . It is designed to inspire customers through a purpose-built sports store environment , including sporting experiences , exclusive products and Rebel experts to help every step of the way .”
What the judges said : “ This is a fantastic store adaptation that ticks many boxes in terms of customer experience while enhancing rather than detracting from the product offer .” Dr Jason Pallant , Swinburne University ►
May 2021 www . insideretail . com . au | 41