2XU
2XU Brighton & Chadstone Store Design
Elevating Performance, Redefining Retail.
Dashing Group
With expertise in strategy & design, we reimagine brands and design breakthrough experiences to help businesses make meaningful connections with people, wherever they are.
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Dashing partnered with 2XU to develop a complete store design for their space in Brighton and Chadstone, Melbourne.
Seeking to increase visibility and enhance the perception of size, developed 3D renders and reviewed the stores layout. The project removed columns that separated wall bays and increased the perspective illusion. We created more inviting environments, particularly for the female shopper, utilising a warmer grey-washed concrete look and feel.
The Brighton storefront attracts people with Dressed bespoke mannequins showcasing their latest apparel collection. Our team planned the windows to increase visibility on both sides, allowing for signage to be seen by customers walking past in any direction. As visitors enter the store, a modular moment invites them to explore the run and train categories throughout the space, ending at the compression area, which heroes this feature with informative POS. The bench in the back of the store was designed to be multifunctional as it can be an area for customer consultation, events, or other occasions.
At the Chadstone store, we conducted a full store audit, identifying pain points from both the brand’s perspective and the store managers’ operational needs. This deep dive helped us uncover opportunities to refine store layout, improve wayfinding, and streamline operations to create a more seamless shopping journey.. We reimagined the unique floor plan, creating a destination for the compression zone, upgrading the fitting room experience, brightening the environment and utilising modular fixtures to fit the small footprint. Additionally, we crafted a new façade to align seamlessly with Vicinity Group’s design guidelines.
We worked with the brand to develop all the elements, from creative displays to wall treatments, fitting rooms, custom fixturing, lightboxes and storage solutions. A huge thanks to 2XU for this incredible opportunity! Working with Storepro was an absolute joy, and together, we’ve turned this project into a vibrant reality.
What our clients say
Great team, personable service. No job is too big or too small, and is always delivered on time and to your brief. It's hard to find suppliers that really care and give everything 110% but these guys do. If they get it wrong, they will do what it takes to get it right, one of my preferred suppliers within Australia
Katrinas BurnsSheridan 
Great execution iFit and Dashing team - looks stunning and a great engagement piece for our Rebel customers!! What’s most pleasing for Rebel and iFit is conversion rate and sales productivity!!!
Gary WilliamsRebel Sport
Dashing have grown from being a print provider to an overall service provider. From 2 dimensional print to 3 dimensional display. Supporting with creative inception and solutions to production and installation. We enjoy the partnership and experience of the Dashing Team
Jason TyrrellCountry Road Group
We’ve worked with Dashing on a number of projects. They’ve really taken the time to understand the complexity of our retail footprint and needs as a business. They have an attentive approach and we’ve leaned on their skill on all angles from creative development, production, and bump in. Dashing never cease to amaze me, diving headfirst into bringing innovative ideas to the table and turning them into award winning in-store activations.
Crystal MelvanAustralia Post
Troy and the Dashing team are the perfect match for Luxottica. With our ever-changing Campaigns and fast paced environment, the team are always on hand and ready. Dashing for me has been the biggest support system and strength to our business. I recommend them to any retailer looking for small- or large-scale print, project management, design work and account management. The possibilities are always endless with Dashing
Nic SalernoLuxottica
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