A hero Rosie Lee image
Moscow

A3 Retail Group

Stride Multi-Brand Running Store

A new running store for Russia.

In 2015 we were commissioned by leading Russian sports retailers A3 Retail Group to create the branding and spatial design for a store dedicated to running clothing and equipment. It was to be first opened in Moscow, but, alongside its sister store DRoP!, would later be rolled out nationwide.

A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

While developing a concept, chief in our minds were two things - building a store that could serve as a destination and community hub for runners of all abilities, and communicating the excitement and energy of the sport itself.

A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

Both logo and name reflect the brand's active origins. Shapes taken from the negative space of the running gait are used to form the the Stride icon, evoking a sense of motion even when static.

A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

Store fixtures ar edefined by movement, with an eye-catching wave installation that uses wooden panels to lead customers through the store.

A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

Highly shareable visual elements were prominently included - creating the perfect space for post-run selfies.

A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image

By re-imagining our logo at different angles we created a distinctive pattern that is now used for band merchandise and staff apparel.

Results

built a brand that's thriving online and offline.

has been featurened in prominent industry publications.

continues to attract attention on social media.