To support the repositioning of its Beachwear offer, Arena wanted to strengthen its in-store expression and reveal a new side of the brand: still rooted in performance, yet more lifestyle-driven, desirable and contemporary.
retail3D’s challenge was not to design a single display, but to create an international merchandising platform strong enough to establish Arena Beachwear’s new codes, yet flexible enough to adapt to a wide variety of retailers, spaces and markets.
retail3D designed a modular, eco-conscious retail language able to translate the Inspired by Performance territory across every distribution context, from compact displays to premium pop-ups. The brief called for different visibility levels and formats tailored to sporting goods retailers, lifestyle retailers, Arena stores, showrooms and trade fairs.
A consistent design language connects the entire system: lightweight, fluid structures, curved lines inspired by water, Arena blue, strong brand visibility and modular merchandising. Each element was designed to showcase the collections through cross-merchandising, adapt easily to local constraints and be reused from one season to the next.
From concept development across the different formats to the concept book, principle drawings, cost estimates and prototype follow-up, retail3D supported the project through to production, constantly balancing visual impact, functionality, durability, budget and environmental responsibility.
A coherent and scalable retail platform, able to move from a compact presence in a multi-brand store to a much more impactful activation, while preserving an immediately recognisable identity.
The first roll-outs give the Beachwear offer greater visibility and physically express its repositioning: Arena’s technical expertise and sporting heritage meet a more summery, lifestyle-driven and desirable expression.
One concept, multiple levels of expression: a platform designed to take Arena Beachwear from one retailer to the next.
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