A High-Performance, Multi-Brand Destination for Sports-Fashion Retail

In Tbilisi’s evolving retail landscape, GALLERY SPORT introduces a premium, multi-brand-led sportswear destination designed specifically for the Georgian customer. As a brand-new fascia under the Dressup Group, the store blends performance and lifestyle with a sophisticated, contemporary aesthetic.

Project Scope

Discovery
Strategy
Concept creation

project information

Gallery Sport New Store Concept

Location

Tbilisi, Georgia
Launch

March 2026

Built to balance global influence with local relevance, the concept responds to the expectations of a mature, style-conscious audience. It supports a strong commercial offer while giving the brand a distinctive voice in Georgia’s sports-fashion market. Our role was to define that voice from the ground up – shaping a concept that excites customers, encourages engagement, and establishes GALLERY SPORT as a premium, multi-brand destination, built to grow.

Location

Tbilisi, Georgia
Launch

March 2026

THE CHALLENGE

Our approach began with deep immersion. Working closely with stakeholders, we unpacked the ambition behind the brand and translated it into a clear, actionable design direction. Our understanding was built through detailed research, competitor benchmarking, and insights from the local team. We explored global best-in-class environments alongside regional behaviours, building a picture of the Georgian customer – socially engaged, trend-aware, and increasingly aligned with sports-fashion culture. From this, a clear strategic framework emerged.

The customer experience needed to be inclusive, intuitive, and energising. A space that creates excitement and ‘hype’, while remaining easy to navigate and comfortable to shop. High density product had to feel curated, not crowded, with clear communication and moments of discovery throughout.

Flexibility became fundamental – a kit-of-parts approach that allows the store to adapt quickly to new brands, products, campaigns, and seasonal shifts, without continuous reinvestment.Spatially, the strategy focused on flow and clarity. Zoning, sightlines, and adjacencies were carefully considered to support natural movement and create a rhythm across the store that encourages customers to take their time.

Brand expression was equally critical. GALLERY SPORT needed to establish trust from day one, while differentiating itself in a crowded category. The environment had to feel cohesive, confident, and distinctly its own – not a collection of competing brands, but a unified retail experience that speaks directly to the customer.

DISCOVERY & STRATEGY

The resulting concept brings together flexibility, clarity, and character – a store designed to evolve as quickly as the category it serves.

The journey begins at an open, inviting entrance, where bold, bilingual branding and integrated digital storytelling immediately establish presence. A launch zone sits at the threshold, anchored by a flexible ‘cube’ system that allows brands to take centre stage through product, graphics, and campaign content.

From here, the space opens into a carefully structured flow. Apparel commands the perimeter, positioned to showcase the breadth of offer across men’s, women’s, and kids. A recessed system, framed with fluted glass and stainless steel, provides a flexible backdrop for brand showcase while remaining visually connected across the space.

CONCEPT CREATION

At the centre, modular footwear display units create a dynamic landscape that can shift with product density and brand priorities. This central zone acts as both a visual break and a connective thread, linking categories and guiding movement through the store.

Midfloor fixtures – rails, tables, and wardrobes – are deliberately lightweight and mobile, allowing teams to reconfigure the space with ease. This adaptability supports everything from daily trading to high-impact brand takeovers.

At the heart of the store sits the lounge. Here, furniture and curated product displays create a softer setting. More than a pause point, it’s a destination – a space designed to encourage dwell, build community, and host events.

Towards the rear, the cash desk acts as a strong visual anchor. Set within a defined architectural frame, it delivers a clear service hub while doubling as a brand statement. Integrated storage, digital messaging, and last-touchpoint merchandising ensure it works as both function and theatre.

Behind, fitting rooms prioritise comfort at a key decision-making moment. Light, airy and tactile, they reinforce an overall sense of accessibility and ease.

Throughout the space, colours and materials play a critical role. Concrete, engineered timber, white veneer, fluted glass, and stainless steel create a palette that feels contemporary and refined. Signature green accents thread throughout the store, establishing identity without overwhelming the space.

Digital integration and signage are layered thoughtfully – from overhead tickertape brand messaging and wayfinding to embedded screens and lightboxes – guiding customers intuitively while providing subtle brand cues.

GALLERY SPORT launched in Tbilisi as a bold new entrant into the sports-fashion market.

While the concept is rooted in a single location, it has been designed with scale in mind. Flexible systems, clear zoning principles, and a strong brand framework create a foundation that can be adapted across future stores and formats.

This store is a benchmark, not only for GALLERY SPORT but for the category as a whole in Georgia and further afield, signalling the beginning of a new era for sport-fashion retail.