Sports Direct has announced the opening of its new flagship store on Oxford Street. The space has been transformed into an innovative, experiential hub for customers with technology never seen before within this setting. Frasers Group has worked with inurface media to develop a new concept space boasting innovative, intelligent technology for the benefit of both customers and staff. Occupying 50,000 sq. ft., the store will host the most LED, digital and interactive technology on Oxford Street.

Michael Murray, Group Head of Elevation at Sports Direct, said: “inurface media have helped us channel our new vision and purpose into creating a globally recognised retail destination filled with digitally immersive technology. “The addition of interactive digital touchpoints transforms our store into a true experiential hub. This new flagship revolutionises the way we shop for kit and reinforces our position as the leading destination for sport.”