In the paradise of champions
Singapore has seen a creation flourish that puts high performance sports in the spotlight. Signed Ministry of Design, the new Durasport store offers an immersive experience. Athletes are encouraged to try out clothing and equipment there, in an environment where everything pushes them forward on their adventures.
It is within Jewel Changi Airport, Singapore’s newest shopping center, that Durasport has chosen to call itself a neighborhood. For this new concept, keywords: excite, immerse and convince. Identifiers that can be found in interior architecture, custom-made sports experiences, and state-of-the-art equipment made available to customers. Everything, right down to the signage and graphics, here conspires to hook the competitive spirit that characterizes serious athletes. The set, produced by Ministry of Design, boasts five state-of-the-art simulations, including the Pro Ski 360 Simulator which propels its user on snowy slopes, or the Vasa Swim Trainer Pro swimming bench which prepares them for the waves. The meticulously chosen products include the world’s first graphene bicycle and a power respirator for experienced swimmers. The case, as important as the jewel, is available in high-quality stainless steel in reference to the research and development laboratories, where these innovations were born. The step is directed there from the facade, whose mobile appearance reflects the dynamism of the environment on which it opens. A 183 m2 playground, where highly personalized demonstration units are designed to educate avid buyers of these games.
