Sports Direct

Sports Direct’s Oxford Street store marked the beginning of a new era in the brand’s elevation strategy. Working to a bold new concept developed by The One Off, the project introduced a completely redefined materials palette, incorporating premium timbers, concrete finishes and a more architectural approach to zoning and merchandising.

The ambition was to reposition the brand within a more elevated retail environment, while ensuring the concept remained commercially viable and scalable for future flagships.

Delivery coincided with national government lockdown restrictions. Site access was limited, supply chains were under pressure, and programme certainty was critical to align with reopening strategy.

At the same time, the new concept required careful technical translation. Premium materials and higher specification detailing needed to perform at scale, meet compliance standards, and withstand the realities of high-footfall retail, without diluting creative intent.

The margin for error was minimal.

Acting as a fully integrated partner, we controlled the process end-to-end, from technical development through to production and installation.

We translated The One Off’s concept into engineered, production-ready solutions, stress-testing material applications for durability and compliance while maintaining the intended design impact. Our in-house production, logistics and installation teams enabled controlled programme management during lockdown conditions, ensuring alignment across every phase of delivery.

Creative ambition was balanced with commercial intelligence, embedding scalability into the flagship from day one.

The Oxford Street store became the benchmark for Sports Direct’s elevated retail direction and the first of six flagship projects we have since delivered for the brand.

Successfully completed during lockdown, the project demonstrated our ability to simplify complexity, maintain control under pressure, and deliver high-performing commercial environments without compromise.

A flagship launch, and the start of a strategic shift.