Durasport’s interactive Singapore store is a vision of the future.

The store is a futuristic cocoon whose ovaloid floorplan is lined with shimmering stainless steel panels and LED strips – eschews the mass sports market in favour of what lead designer Colin Seah describes as ‘the ultra-performance athlete and sporting enthusiast. The vibe is very much inspired by the analytic thinking and R+D labs in which the products are originally developed.’


The store is divided into four zones: cycling, arctic, rock-climbing and trizone, each of which is stocked with a small, premium range of clothing, gadgets and accessories. As Seah puts it, the store and its merchandise is aimed squarely at the athlete who wants to shave an extra second off their performance time.

For instance, the cycling zone features a $30,000 Dassi bicycle that’s perched on a Nero Elite Interactive trainer whose flywheels can be programmed by iPad to simulate slope gradients. Climbing shoes can be tested on a rotating climbing wall, whilst the Pro Ski 360 simulator can be set to freeride or slalom terrain.


Meanwhile, if you’re not sure what that titanium fibre wetsuit looks on you without the hassle of actually trying it on, an interactive mirror superimposes the outfit on your reflection, takes a selfie and emails the picture to you.

Source | Wallpaper



13th May 2019

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