Underground Sports Concept Store in Dubai

Architecture and interior design studio Roar has designed Underground, a new multi-brand sports store located in the heart of Dubai’s Design District. The design offers a dynamic shopping experience that responds to current trends in active living.

Architecture and interior design firm Roar announces the completion of Underground, a multi-brand sporting goods outlet located in Dubai’s Design District. With a wide range of products, from tennis and basketball to golf and free training equipment, the store is designed to attract a diverse clientele. Pallavi Dean, founder and creative director of Roar, explains that the design is intended to be relatively neutral, inspired by the Underground concept, eschewing pastiche and reinterpreting the term creatively to fit out the interiors. The entire space is covered in white subway tiles, creating a blank canvas that highlights the bright colors of the products on display. This minimalist backdrop allows each item to stand out and hold the often brief attention of today’s consumers. The use of scaffold-like materials for the displays and hanging rails introduces an urban, industrial ambience that reinforces the resolutely contemporary aesthetic of the space. Aware of the importance of engaging the discerning, the Roar team has integrated interactive elements into the store’s shelves. Visitors can try on and test products before they buy, thanks to a basketball hoop and a running track. This hands-on approach not only enhances the shopping experience, but also encourages a closer connection between shoppers and the various models on display. To soften the generally rigid atmosphere of a mall and create a more welcoming setting, the designers incorporated sinuous lines and curved elements into the floor plan. These practical, intelligent choices guide customers through the facility, making their journey both intuitive and enjoyable.