Stadium is not just a shop; in the Nordics, it is an institution. As the region's largest sports retailer, their mission—"Activate the World"—has driven them to become the go-to destination for everything from shin guards to high-performance running shoes. They also operate Sweden’s largest sports camp for youth, cementing their status as a pillar of the community.
However, even giants need to stretch their legs. Stadium approached Blink, a premier retail design agency in Sweden, because they recognized a shifting tide. They were successful, yes, but they were operating in a "generalist" format that was beginning to feel static in a hyper-dynamic market. They didn't just want a renovation; they wanted a revolution. They needed a partner who understood the nuances of retail concept design in the Nordics but could apply a global, future-forward lens to their operations. They came to us to redefine what a sports store could be in the digital age.
The core problem was one that keeps many CEOs up at night: relevance in the age of Amazon. Stadium’s existing format was functional, but "functional" doesn't get people off the couch and into a physical space. They were facing the classic "middle market" dilemma. They had a massive inventory, but the customer journey was overwhelming and lacked emotional peaks.
The challenge for us as Scandinavian retail design experts was twofold. First, how do we take a massive volume of products and make it feel curated? Second, how do we integrate the digital world without making the store feel like a warehouse full of iPads? We needed to solve for declining engagement and create a reason for customers to visit beyond just necessity. The goal was to move from a transactional "stack-em-high" environment to an inspiring, high-tech arena that celebrated movement.
Before we sketched a single line, our team dove deep into the data and the aisles. As a top European retail design studio, we believe that design without data is just decoration. We conducted store audits, shadowed customers, and mapped out the friction points.
We discovered that customers were paralyzed by choice. They would look at a wall of 500 shoes and freeze. Paradoxically, they also felt limited because if their size wasn't on the shelf, they assumed it didn't exist. There was a massive gap between the endless aisle of the online store and the physical limitations of the floor plan. We realized the physical space had to act as a portal to the digital inventory, not a competitor to it.
Our research showed that while Stadium sold everything, they weren't "owning" key sports. A customer looking for elite running gear felt the same vibe as someone buying discount socks. There was no hierarchy. To be a destination, the store needed to elevate specific categories—what we began calling "Hero Categories"—to give the shopper an expert-level experience within a generalist environment.
Customers love the clean, calming aesthetic of Nordic design, but sports are sweaty, loud, and energetic. The existing stores were too quiet. We uncovered an insight that became the bedrock of our concept: the modern consumer wants the clarity of minimalism but the energy of maximalism. They want "Scandinavian Maximalism".
Our strategy was to break the rules of traditional Swedish modesty. As store interior design specialists, we devised a concept we dubbed "Scandinavian Maximalism". This is where the magic happens. We decided to keep the architectural bones clean, honest, and organized (the Scandinavian part) but overlay it with high-intensity digital layers, bold graphics, and volume (the Maximalist part).
We moved away from the traditional "racetrack" layout that herds cattle—err, customers—through every aisle. Instead, we shifted to a "hub and spoke" strategy centered around the Hero Categories. We also strategized to elevate Stadium’s own brand portfolio. These weren't just filler items; they were high-quality alternatives that needed to stand shoulder-to-shoulder with Nike and Adidas. The strategy was to create a "house of brands" where the host (Stadium) was the strongest personality in the room.
We reorganized the floor plan into six distinct "Hero Zones". Whether it’s Running, Training, or Outdoor, each zone feels like a specialized boutique within the larger department store. This broke down the massive square footage into digestible, navigable worlds.
To ground the "High-Tech Ambience", we utilized a palette that feels distinctly Nordic but industrial. We used light woods (ash and birch) to provide warmth and sustainability, contrasting them with brushed steel and concrete. This interplay signals that while this is a tech-forward space, it is still rooted in nature—key for an outdoor brand.
This is the crown jewel. We didn't just glue tablets to shelves. We integrated large-scale digital touchpoints directly into the fixture design. These "endless shelves" allow customers to browse Stadium’s entire digital inventory while standing in the physical aisle. It’s seamless omnichannel retail. If the black jacket isn't there in size Medium, the screen allows you to order it home instantly.
We turned up the volume on the visual language. Typography is big, bold, and apologetically loud. It guides the customer from across the store. We utilized dynamic lighting systems that can change temperature based on the zone—cooler, crisp light for the high-tech running lab, and warmer, softer light for the yoga and leisure sections.
demands, sustainability was non-negotiable. We utilized modular fixture systems that can be reconfigured rather than discarded during future updates, significantly reducing the carbon footprint of store renovations.
Designing it is one thing; building it is another. Implementing the "Scandinavian Maximalism" concept required tight collaboration between our Scandinavian retail design experts, the construction teams, and Stadium's IT department.
One of the biggest hurdles was the "High-Tech Ambience". Ensuring the digital screens were durable enough for a high-traffic retail environment—where kids (fresh from sports camp) might be banging on them—was a challenge. We had to design custom protective housings that looked sleek but acted like armor.
Furthermore, balancing the lighting was tricky. Too much "maximalism" and the store looks like a nightclub; too much "Scandinavian" and it looks like a library. We spent weeks on-site tuning the lux levels to ensure the products popped without blinding the shoppers. It was a labor of love, proving why we are a top European retail design studio.
The store successfully repositioned Stadium from a place to buy gear to a place to experience sports. The "own brand" portfolio has seen increased visibility and perceived value due to the elevated presentation. As store interior design specialists, our goal at Blink is always to solve business problems through design. With Stadium, we proved that a heritage brand could leapfrog into the future by embracing the digital age without losing its Nordic soul. We didn't just build a store; we built an engine for their omnichannel future.
The transformation has been nothing short of electric. By redefining the generalist sports retailer, we didn't just change the look; we changed the business model. Early metrics indicate that customers are spending significantly longer in the "Hero Zones", engaging with the digital screens and exploring the deeper inventory. The client was ecstatic. Carl Eklöf from Stadium put it best: “With the upgraded concept, Stadium is moving into the future. This is the next level".
richard@blinkthedesignagency.com
+46 73 545 5018
Blink is a leading retail design agency based in Sweden, specializing in retail concept development, store experience design, and omnichannel integration across the Nordics and Europe. We transform brands into physical destinations that drive both emotional connection and commercial performance.
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