Liverpool gets theatrical with sports fashion

LIVERPOOL is getting a new fashion sportswear store described as “theatrical”. Wade Smith Outdoor Athletic’s interiors, graphics and identity are by Davies Baron.

Wade Smith Outdoor Athletic is a 1400m2 four storey concept store in the city’s Cavern Quarter. It will house the biggest Nike shop in the UK, as well as concept areas for Adidas and Reebok.

A 14 metre-high climbing wall runs up the central atrium and each floor has its own image, ranging from outdoor activities to sports and athletics, plus Nike’s floor.

“The aim at Outdoor Athletic has been to create a real sense of theatre in-store,” says managing director Robert Wade-Smith. “While it could feasibly be described as a mini department store, the format will create a dynamic and stimulating place to shop – far removed from the traditional department store image.”

Alison Cardy, business development manager at Davies Baron, says: “The design is a backdrop which will attract brand names and provide an environment to pull them all together.”

Outdoor Athletic is the first stage in a three-phase project. An existing fashion outlet is to be revamped to focus on designer women’s and menswear brands. Design work will be put out to tender, says retail operations director David Wade-Smith. Further Outdoor Athletic sites may follow if the first, opening on 19 September, is a success. Again the project would go out to tender.