New premium adidas outlet store for Sydney shoppers

adidas has opened a second Australian store at Sydney’s Birkenhead Point that utilises their Stadium Outlet 2.0 concept, for improved ISC and a higher capacity, delivering a more premium shopping experience. 

First built in the early 1900s as a Rubber Factory, Birkenhead Point is of historical significance to the local community and is recognised as a Heritage listed building. It made the transformation in 1979 into Birkenhead Point Outlet Shopping Centre, while still retaining its rich and robust history. 

Located on the harbour, within the affluent area of the Sydney western suburbs, it is the closest Outlet Centre to the Sydney City CBD, which made it the ideal location for adidas to have a presence.  

The layout of the store, which stocks women’s, men’s and kid’s clothing, as well as footwear, has been planned with the consumer in mind. From the windows through to an open and inviting entrance, a strong starting point is created for the entire consumer journey.  

The store flows in a logical and natural manner, taking the consumer on a voyage of discovery that is supported by easy recognisable service areas and simple category areas, all of which are enhanced by clear in-store signage and graphics.  

The layout has also been planned to be easily adaptable to accommodate both the local consumer preferences and for product changes, which give every opportunity to showcase products in an optimum way. The easily interchangeable and adaptable category areas are also supported by the inherent flexibility of the fixture systems and midfloor fixtures.  

The heritage of the building is retained throughout the store, with original brickwork, windows and timber beams and columns still retained and complimenting the new fixtures and fittings. 

Overall, the space is easy to use and to maintain, and also enables the customer to effortlessly navigate and orientate themselves within it.  

As part of our ongoing relationship with adidas, rpa:group undertook all drawing works for the store, from general arrangement plans, to lighting and door details and also provided 3D realistic renders for accurate delivery of the brand’s vision for the store. 

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