Sportscene

Location: South Africa
Scope: Interior Design, Technical Documentation, Procurement, Implementation

The brief

Sportscene is a leader in sneakers and trendy sports apparel in South Africa. For this project, TDC&Co was briefed to design its flagship space, creating a unique shopping experience showcasing various international and local brands. The customer is young, on-trend and immersed in street culture, so with this in mind, we set out to create a store that would bring this to life in a mall environment.

Our response

We wanted to make this an experience that would appeal to both the die-hard Sportscene fan and curious newbie alike. The recessed entrance contains a floor to ceiling screen along with 100sqm of landing space to allow different activations room to shine.

The standout features continue across the store, including a recording studio, independent tattoo parlour and sneaker laundry, conveyer belt, and basketball court. Graffiti by famous street artist Damn Vandal adds an authentic layer of colour to columns and walls throughout.

Playing with industrial finishes, the space makes use of raw concrete, steel, galvanized roof sheeting, and oriented strand board, all untreated to remain true to their innate qualities. Seating areas and chill-out zones provide moments of calm in a dynamic environment, while the basketball court with adjacent pavilion give customers the opportunity to shoot a few hoops with friends.

Fitting rooms are fashioned out of shipping containers and over 30 LED screens showcase promos and influencer content throughout the store. Up in the mezzanine, there is even a professional music studio for recording sessions and DJ sets.