Sports Direct
- Commercial Design
- Installations
- Production
- Project Management
- Warehouse & Logistics
8 weeks
29,000sqft
The Brief
As part of Frasers Group’s flagship strategy, Sports Direct opened a new 29,000 sq ft two-floor store at Westfield White City — London’s premier retail destination. The goal was to further elevate the Sports Direct brand with dedicated Running and Outdoor Concepts, alongside leading sportswear brands and Frasers-owned partners like GAME and USC.
SmithBrewer were commissioned to deliver the store. Eight weeks before opening, the brief was reset: Sports Direct requested a brand-new concept design to uplift the store and create a stronger visual impact in this critical London location.
The Challenge
The timeline was exceptionally tight: just eight weeks to redesign, engineer, manufacture, and install a completely new concept. New premium materials and finishes needed to integrate seamlessly into the existing store framework.
With no time for physical prototyping, the entire process had to be handled digitally, and the condensed schedule left no margin for traditional design development cycles. The challenge required absolute precision, rapid engineering, and full control from start to finish.
The Solution
SmithBrewer leveraged six years of delivering Sports Direct’s elevation strategy to engineer a fast, high-quality turnaround without compromising design integrity. Every new element — graphic schemes, material palettes, fixtures, lighting features — was resolved through advanced digital engineering, stress-tested in 3D, and refined entirely without physical prototypes to meet the impossible timeline.
New materials and finishes were rapidly integrated into the store, engineered to fit the existing architecture without disrupting buildability. SmithBrewer’s in-house print, graphics, and AI-driven workflows enabled fast iteration, streamlined approvals, and flawless execution at scale.
The Outcomes
Acting as the end-to-end partner, we managed the full process from redesign to installation, coordinating all suppliers, production, and on-site works within the eight-week window. The result was a dramatically uplifted flagship environment, delivered on time, on brief, and with a level of quality and consistency that reinforced Sports Direct’s continued elevation across the estate.
