Premier Retail

ASICS Regent Street

Written by Roma Publications

ASICS Regent Street – A new global concept

In preparation for their status as a Gold Partner for their home Olympics in Tokyo 2020, ASICS came to Brinkworth to develop a strong new global retail concept for their stores.

The latest, and the largest ASICS retail store to date has opened on London’s iconic Regent Street and embodies the new retail approach going forward. Featuring all four ASICS brands under one roof for the first time, ASICS, ASICS Tiger, Onitsuka Tiger and Haglöfs will now all be sold within this one store.

ASICS is an acronym of the Latin phrase ‘Anima sana in corpore sano’ – A sound mind in a sound body. Brinkworth have created a concept that reflects the harmony of this philosophy and a store environment that balances the highly technical aspects of the brand (a sound body) with natural, warm finishes, features and materials (a sound mind).

The concept offers consumers a fully integrated, holistic sports environment where both the mind and the body are stimulated. The ‘Sound Mind, Sound Body’ ethos of the brand will be consistently evident, with the use of living plant installations, sustainable products, natural wood finishes, LED lighting, and technology, as well as a complimentary juice bar and in-house DJ booth.


The state-of-the-art concepts within the store are a reflection of the innovation that has been at the heart of the brand since its inception. There are four ASICS MOTION ID areas, using sensors to capture consumer’s natural posture and movement when running, to inform recommendations of product types best suited to them. A unique state-of-the-art ‘robotic shoe delivery system’ has been introduced to enhance the delivery of products to the shop floor. Intuitive robotic arms placed in the shop window demonstrate key products and a striking kinetic lighting installation that runs the length of the store pulsates at the same pace as the heart rate of a 100m sprinter.

Large scale integrated planting within retail is not normally successful due to the lighting specifically required for product display, but Brinkworth have worked closely with landscape experts, to incorporate a lighting system that switches on after closing, to give the plants the right light they require to grow. A bespoke drip feed watering systems has been developed within the long stainless steel planters to ensure clean and safe installations.

The retail furniture has been developed with RFP to deliver the best possible system for the ASICS product range. A modular post system provides a perimeter wall framework in which a whole range of display components fits within, including graphic backdrops, digital panels, racks, shelves and shoe stands. Mid floor furniture comprises of ten different unit types that can be configured in a multitude of ways according to the desired display.

The interchangeable nature of the furniture allows for complete flexibility to accommodate site variations, seasonal changes, product launches and specific promotion for local marathons and sporting events. The whole kit of parts retains an overall connection with the repeated use of gunpowder-coated steel, cross-laminated timber and stainless steel.

A D Baker Shopfitters Ltd was the principal contractor on the project.

Scott Wakefield, Direct to Consumer Director ASICS EMEA, commented:

“Our new Regent Street store is a beacon for the ASICS DNA. Through the innovative retail space consumers can physically interact with the brand witnessing the technology, breadth of product and ‘Sound Mind, Sound Body’ philosophy. We will take all of the positives elements of this state-of-the-art offering and translate it through further store openings across the globe.”

The Regent Street site is one of the many new openings as part of a drive to create more physical brand stores in major city centres across the globe. Newly designed ASICS stores have already opened in Brussels, Seoul, Berlin, Paris, Amsterdam, Tokyo and Oxford Street, London, soon to be followed by New York.

Brinkworth is a London-based design consultancy working across a range of disciplines including architecture, interior and brand design. Established in 1990, the company has worked with an extensive range of clients across various industry sectors, producing a diverse and international portfolio of work.


Dedicated to detail – A D Baker Shopfitters Ltd

A D Baker Shopfitters Ltd is a specialist fit-out contractor operating throughout the luxury retail sector. Owned and operated by joint managing directors, Luke King and Mark Every, it continues to deliver bespoke, thought provoking interiors for some of the most famous names in the world of retail.

Luke and Mark – both product and furniture designers by training – took over A D Baker Shopfitters Ltd in 2002, when the former owner retired. Taking the company forward the directing duo carefully developed the business from a traditional joinery workshop into a multi-faceted operation, focusing on both GC duties as well as a comprehensive manufacturing base to support all on & offsite activities.

Speaking to Premier Retail, Managing Director, Luke King, said:

“Over the years we’ve developed the business to deliver interior schemes that require exacting attention to detail. We approach each project with designer’s intentions at the forefront of our work and I believe this has helped us develop the strong working relationships we now have with many of our fantastic clients.

“A D Baker Shopfitters Ltd understand how important design and detail is, to both us, and our clients. We aim to protect and support this wherever possible, carefully engineering each element to maintain design integrity throughout.”

Significant projects for A D Baker include END. Glasgow and the LINLEY Showroom, Pimlico. Both projects have seen them work closely with leading design practice, Brinkworth.

Commenting on the projects, Luke said:

“END. is a forward thinking contemporary brand, with a completely different approach to retail compared to some of its peers, so the store in Glasgow was a great project for us. We worked closely with Graham Russell at Brinkworth to develop the concept, and we were all incredibly pleased with the END result, as was the client.

“With regards to the LINLEY Showroom in Pimlico, LINLEY is a brand with an incredible furniture heritage. Brinkworth came up with a fantastic scheme that harmoniously works alongside the iconic LINLEY furniture & accessories. We were very proud to be selected to deliver the project, and all were massively complementary of the level of finish & final article.”

In a recent testimonial Creative Director at LINLEY, Carmel J. Allen, said:

“Luke and Mark have a furniture design background which made them first choice for LINLEY when choosing the right shopfitters. Their sensitivity to, and understanding of, the product we create made it a collaborative project from start to finish. They also have a great knowledge to the luxury customer and how the environment can influence their experience.”

Most recently, A D Baker Shopfitters Ltd teamed up with Brinkworth, this time working alongside Sam Derrick and Sarah Clayton, to develop and deliver the ASICS Flagship store on London’s Regent Street, ahead of the IAAF World Championships launch this summer. As one of the main sponsors, it was critical that the store met a tight deadline, both in design & realisation.

Discussing the project, Luke said:

“When ASICS approached us about this new store it was clear it was going to be a complicated build. ASICS is made up of several different sectors, including lifestyle, performance and outdoor brands – never before had all these four premium brands been placed in the same store at the same time. As such, it would take an intelligent concept & exact execution to satisfy all parties, all while the IAAF World Championships were looming….no pressure!

“A great deal of trust was required to bring this project to fruition by all, which was testament to the focus and relationship forged between Brinkworth the designer, ASICS the client and A D Baker the contractor.”

Luke added:

“At A D Baker Shopfitters Ltd, we feel very fortunate that we get to deal with some remarkable people on some truly exciting projects. We strategically plan our workload, to ensure maximum attention to each project, and ASICS was another fantastic opportunity that we were proud to be a part of.”

For more information about A D Baker Shopfitters Ltd, please visit:



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