Coliseum, a brand with a strong presence in the sports market, set out to evolve its commercial offering through the remodeling of its stores.
Brief
They aimed to compete directly with major multi-brand retailers, improve profitability per square meter, and at the same time project a more contemporary image.
In this way, the space not only becomes a functional and profitable channel, but also stands out through a unique shopping experience.
Challenge
The greatest challenge was finding the balance between commercial efficiency and experiential value:
How to make the most of every square meter without compromising the user journey
How to project an updated brand image without straying from its original DNA?
They aimed to compete directly with major multi-brand retailers, improve profitability per square meter, and at the same time project a more contemporary image.
In this way, the space not only becomes a functional and profitable channel, but also stands out through a unique shopping experience.
Solutions
A new hybrid format was designed: outlet + concept store, where each component responds to both profitability and brand narrative:
Smart outlet: Space cubic capacity was prioritized, optimizing product display to increase the average ticket without visually overloading the store.
Experiential concept store: Digital elements, strategic lighting, and graphic resources were incorporated to organize the user journey and inspire frictionless purchasing.
The entire system was designed to be replicable and scalable, adapting to different floor areas and locations.
Outcome
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