The coolest place to go for an ever changing sports goods range, defined by movement and activity
Project leader, master-planning, design development and visualisation for Útilíf Sports Store.
Create a strongly recognisable sports store that can contain four core brands namely, Nike, Under Armour, The North Face and Speedo.
Develop a design language look and feel for this evolving marketplace.
Build a strong balance between presenting a strong sports brand presence alongside an impactful and prominent outdoor pursuits offer.
Following the definition stage, the concept of active motion runs through the design language for this project.
This is a sports store with a feature shoe box at the core inspired by shipping container aesthetic, reinforcing the idea that the latest trainer designs have just arrived. Icelanders have a strong association with corrugated metal sheet panels, this was the natural material choice for the brand elements forming the main central feature shoe box, sprayed Útilíf red.