Rookie sets up shop in Moscow

24.03.16

US kids sportswear retailer Rookie has entered the Russian market by opening a store in the Metropolis shopping center in central Moscow. It is thought to be the first premium kids sportswear store in Russia.

Retail design group Shopworks has developed a store format tailored to the Russian market after being commissioned by Inventive Retail Group, which will operate the Rookie brand under license throughout Russia. Rookie was launched in 2011 and sells brands including Nike, Converse and Jordan for customers aged from 4-15.

The brief called for ‘a store of children’s dreams’ where young shoppers could immerse themselves in an interactive environment offering all the clothes needed for a sporting and active everyday life.

The agency, which has offices in Moscow, London, Shanghai, Lisbon and started the project by benchmarking best practice in the sportswear market and research customer behaviour.

Rookie’s US store format was deemed too simple in appearance for the Russian market so a number of unusual and fun elements have been added to the design. The result seeks to provide a welcoming, lively and dynamic atmosphere that will delight both children and their parents.

Bold windows draw customers into the store, where they encounter a large curved and branded show wall that acts as a central feature. Changing rooms are located within the curving structure.

An interactive zone along the side wall of the store invites customers to play Sony sports games.

Interactive retail store design element

Overhead lighting is shaped in circles to reference the Olympic Games logo without plagiarising it. The circular icon is repeated throughout the store, on signage and in window displays.

“The store looks bright, colourful and modern, which not only reflects our young customer’s tastes, but also allows them to identify with our brand,” says Inventive Retail Group director of sport Elena Borovikova. “The end result is a stand out store that kids and their parents will love.”

Read the full article published in Retail Design World

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