As the Creative Design Lead for the Sport Chek Edmonton flagship store, I was responsible for developing and executing a comprehensive digital experience that transformed the traditional retail environment into an interactive and immersive space. The project required a deep understanding of creative concept development, user experience (UX) design, rigorous testing, and a seamless architectural integration, all culminating in the launch of Sport Chek's largest and most advanced store to date.

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The vision for the Edmonton flagship store was to go beyond a standard shopping experience and create a destination where technology and sport intersect. The concept revolved around blending digital touchpoints with the physical environment, creating a seamless journey that engaged customers at every stage. We aimed to merge the excitement of sport with cutting-edge digital tools, ensuring that every element of the store communicated energy, performance, and innovation.

 

Throughout the design process, we adopted an iterative approach, testing various prototypes to ensure that the technology and UX performed flawlessly. We conducted both in-house testing with the design and tech teams, as well as user testing with real customers, to gather feedback and refine the experiences.

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From interactive video walls to motion-responsive displays, the technology became an inherent part of the store's architecture. The integration of RFID technology, for instance, allowed for instant activation of digital experiences when customers interacted with products, creating an immersive connection between the physical and digital realms.

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Upon launch, the Sport Chek Edmonton flagship store became a benchmark for digitally-enhanced retail experiences. The integration of innovative technologies, combined with a customer-first design approach, resulted in an elevated retail experience that set a new standard for Sport Chek stores nationwide.