Talk to the Expert, Ian Parsonage on delivering the Liverpool Flagship
Ian Parsonage, Principal Project Manager, on delivering the Liverpool flagship
Few projects capture the imagination quite like our latest Sports Direct flagship in Liverpool. To understand what makes it special, we sat down with Ian Parsonage the project manager who oversaw its delivery, guiding the build from start on site to opening day.
A childhood dream realised
“Growing up, a store like this would have been a game changer. From saving for Wade Smith in the eighties, to Sports Direct making sport and fashion affordable in the late nineties, being part of the next chapter is special.”
Ian’s passion for retail is rooted in his own experience as a customer. That history fuels his drive to deliver spaces that feel both aspirational and accessible.
Collaboration at every level
“This project’s success came down to collaboration and commitment at every level. The onsite team went above and beyond, supported by fast, proactive responses from our PMs, production, and logistics. Everyone understood the bigger picture and took real ownership of their part in it. That is what makes SmithBrewer different.”
From designers to drivers, every colleague played a role. Daily stand ups, open lines of communication, and a shared goal kept momentum high even when the timetable tightened.
Rising to the challenge
“With a flagship of this scale, there were naturally challenges and added factors along the way, that is the nature of a project of this size. What I loved, though, was seeing how our team communicated and adapted throughout. Every department pulled together to find solutions, keep momentum, and maintain our standards. It really showed what SmithBrewer does best, balancing flexibility with precision to deliver without compromise.”
Complex engineering, heritage facades, and the bustle of the city centre could have slowed progress. Instead, they became a chance to showcase our trademark blend of creativity and rigour.
A favourite corner
“The USC Sneaker Zone without a doubt. We installed a levelling system to display almost two thousand shoes in an area with a four hundred millimetre fall over eighteen metres. Getting that right meant combining technical precision with design intent. It is simple, sleek, and showcases the product perfectly, a great example of engineering meeting aesthetics.”
The result is a striking vista of footwear that feels effortless yet relies on millimetre perfect installation.
Non negotiables
“Our standards. Every SmithBrewer project is built around finish quality, no compromise. The Liverpool opening date was also immovable given the scale and profile of the launch, so precision planning was everything.”
Quality remains the thread that runs through every decision, from material selection to the final polish.
The hidden gems
“Look closely at the Nike artwork, it is localised to the city, full of subtle nods to Liverpool landmarks and culture. A small detail, but one that gives real depth to the store.”
Local stories weave through the graphic treatments, inviting shoppers to discover something new with each visit.
Moving the benchmark forward
The Liverpool flagship demonstrates what happens when expertise, ambition, and genuine teamwork meet a clear vision. Ian Parsonage and the wider SmithBrewer family have delivered a space that sets a new benchmark for multi brand retail, while paying homage to the city that inspired it.
As Ian puts it, “Being part of the next chapter is special.” For us, the story is just beginning.
