Asics opens first UK store

Sports giant Asics is to open its first UK store, on London’s Argyll Street, W1, on 3 October as part of a global roll out of flagship stores.

The store interior has been created by Japanese design consultancy Formation Inc, which won the business on the strength of its design for Asics’ Tokyo store last year.

The space will sport a minimal look, placing an emphasis on service over sales, to demonstrate the brand credentials, according to Asics marketing manager Eoin Treacy.

Formation Inc’s Masayo Takeichi led the design, taking the Asics motif from the logo and incorporating it in to the store concept.

She is thought to have had more creative freedom in the London store, where curved white ceilings, spiral staircases and mirrored walls will feature in the space.

The store, which will combine minimal design with advanced technology, will feature two GAIT machines, which Asics claims can find customers appropriate footwear by monitoring their running style.

The machines, using lasers and cameras to scan feet and cross-match results with a database, will attempt to find ‘the perfect pair of shoes’ for customers.

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