studioexp_ partnered with Sports Direct to create Home Sport,  a new in-store category designed to unlock under-utilised space and support the sale of large, big-ticket items.

The concept was developed to showcase products not traditionally merchandised on the shop floor, including gym equipment, pool and snooker tables, boxing equipment and more. The challenge was to present these oversized items in a way that felt considered, inspiring and easy to shop.

studioexp_ designed a clear, flexible retail environment that allows customers to explore the range physically while completing their purchase in store for home delivery. A simple three-step journey was introduced to remove friction and build confidence, bridging the gap between physical browsing and fulfilment.

The result is a scalable category concept that enhances customer experience, increases accessibility to higher-value products, and maximises the commercial potential of existing retail space.