Asics Showroom

structuring the space to enhance performance

Setting up the new showroom for an internationally renowned brand like Asics is always an exciting project. In Montpellier, the challenge was set in a superb $270\text{ m}^2$ space. This atypical premises, consisting of 3 distinct rooms and bathed in light thanks to immense floor-to-ceiling windows, had to become a showcase for the brand's different facets.

The client challenge: 80% footwear and very few walls

The layout challenge for this professional showroom was threefold:

1. Managing the glazing: The heavy presence of glass walls drastically limited the wall surfaces available for mounting furniture.

2. The 80/20 ratio: Merchandising requirements necessitated the display of a massive volume of footwear (80% of the offer) while keeping dedicated spaces for textiles (20%). It was essential to avoid a "wall of boxes" effect and maintain an airy feel to the space.

3. Harmonizing three universes within the three rooms of the premises: the Onitsuka Tiger line (lifestyle and premium), the Running/Trail range (performance and outdoor), and the Team Sports & Tennis area.

The Mobilier By Mission solution: zoning and self-supporting structures

To meet these constraints, our design office focused on the modularity of our ranges and circulation planned room by room:

• Self-supporting layouts to preserve light: Unable to attach to the windows? We deployed our central gondolas and self-supporting metal structures. They allow for the creation of light visual partitions to display footwear on a large scale without blocking natural southern light.

• Custom treatment for each universe:

  • Room 1 — Onitsuka Tiger: A layout with higher-end finishes (combining wood and matte black steel) to emphasize the brand's urban and premium DNA.

  • Room 2 — Running & Trail: Technical and minimalist displays, with inclined shelves perfect for highlighting the soles and technical features of the 80% of footwear.

  • Room 3 — Team Sports & Tennis: An ultra-modular space mixing clothing racks for the 20% textiles and hooks for accessories.

• A clarified customer journey: Despite the three separate rooms, the furniture creates an aesthetic common thread (coordinated RAL colors) that unifies the entire showroom under Asics' strong visual identity.

Project technical sheet