Durasport Singapore opens Doors at Jewel Changi

Ultra-performance brand Durasport has opened a store at Jewel Changi.

Designed by architecture and interiors firm Ministry of Design (MOD), the store resembles a futuristic research and development lab environment.

The store is tailored to sports enthusiasts who want to try out sportswear and equipment in simulated environments before buying them.

Designed to attract ultra-performance athletes and sporting enthusiasts, the store features four hands-on experiential zones. These zones allow cyclists, skiers, climbers and triathletes to sample and test the high performance sportswear and equipment before they purchase them, and is facilitated by five simulators.

These include a ski simulator, an indoor climbing-wall with a rotating surface, a Magic Mirror that allows customers to virtually try on ski clothing, a swim bench for testing the flexibility of wetsuits, and cycling trainer rollers, which can simulate various slope gradients and cycling experiences.

A customised flexible display-system made up of shelves, racks or holders that clip in and out of notched display walls and incorporate an integrated LED lighting system, allows the brand to showcase its varied merchandise.

The facade is made up of a steel frame with a chevron pattern that is designed to point towards the central entrance, conveying a sense of motion, whilst the logo is based on an X.

“We adopted an X symbol for the logo, to represent the catalyst at the beginning of any experiment, reminiscent of the two arrows coming together like an X at the store entrance,” MOD told.

The range of products sold in the store was co-curated by Ministry Of Design and the client. It includes the world’s first graphene bicycle by UK company Dassi, the world’s lightest folding bicycle by fellow UK company Hummingbird, and heat-mouldable custom-made cycling shoes by Italian brand DL Killer.