Sprinter has opened a new immersive retail experience in Alcorcón, Madrid, designed by Dalziel & Pow. The 4,000 sqm destination store introduces a broader sports offer, interactive activations and a physical retail debut for Deporvillage.
A multi-sport retail brand evolving its physical presence
Sprinter is a multi-sport retail brand based in Alicante, with stores across Spain, Portugal and the Netherlands. As part of the JD Group, it specialises in sporting goods, offering footwear, apparel and accessories with a focus on running, training and football.
A new immersive retail experience by Dalziel & Pow
Over the past 12 months, Dalziel & Pow has worked with Sprinter to define and develop a new store concept and customer experience. The result is the brand’s largest physical format to date.
The space expands the traditional offer with a broader “true sport” range, while introducing immersive and interactive experiences designed to inform and engage customers.
In parallel, the store integrates the online cycling platform Deporvillage for the first time in physical retail, creating a complementary yet contrasting environment within the same retail destination.
Brand identity and spatial language
Dalziel & Pow also redefined Sprinter’s core brand assets across the retail environment. This includes a revised approach to typography, colour, art direction and wayfinding, aligned with the positioning of the brand as a “friendly coach”.
The concept “Sport for Life” expresses this new direction, reinforcing Sprinter’s role in supporting customers through education, motivation and long-term engagement with sport.
The concept: an interactive retail journey
The store layout is structured as a sequence of experiences, where the customer journey is punctuated by interactive touchpoints. These moments define the new positioning of Sprinter as a sports authority within the retail environment.
Sprinter occupies the ground floor, while Deporvillage is positioned on a central mezzanine, covering approximately 50% of the overall space. The spatial relationship is defined by a double-height volume at both front and back.
The two environments are intentionally contrasted: Sprinter adopts a bright, open and optimistic palette, while Deporvillage introduces a darker, more dramatic and focused spatial identity.
Beacons, activations and experiential retail
Within the 3,000 sqm Sprinter space, ten “beacons” structure the experience. Each beacon consists of a 4×4 metre black steel frame, hosting specific activities such as product trials, performance advice, extended ranges or hands-on testing.
In the 1,000 sqm Deporvillage space, six additional beacons are introduced in white, used to frame brands, services and specialist areas. This repeated architectural system creates a flexible and recognisable retail language across the entire environment.
Experiential features and community engagement
The store integrates a series of distinctive features that extend beyond traditional retail: a 30-metre running track positioned behind perimeter displays, a slide connection between the kids’ cycling area and the Sprinter children’s offer, and a timber-lined studio for members.
The studio hosts events, yoga and fitness classes, product launches and social media broadcasting, reinforcing the role of the store as a destination for both retail and community engagement.
Omnichannel integration and flexible layout
Digital integration remains central to the concept. Extended product ranges are presented in-store, with the possibility to browse, order and collect seamlessly.
Navigation is guided by suspended green and red lighting, defining pathways without fixed floor demarcation. This approach supports flexibility and allows the space to evolve over time.
All merchandising systems, both perimeter and mid-floor, are designed to be adaptable, supporting future changes in product categories and retail strategies.
Materials and architectural identity
Material selection contributes to the overall retail experience through a palette of robust and expressive elements. Concrete, timber, white and black enamelled steel, ribbed felt and translucent acrylic define the architectural language of the space.
These materials combine durability with clarity, supporting both functional and experiential requirements.
The result: a scalable retail model
The new concept represents a significant evolution for both Sprinter and Deporvillage, redefining their retail positioning through an integrated and experiential approach.
The enhanced environment is expected to attract stronger brand partnerships and encourage the expansion of product ranges.
At the same time, the confidence in this new format supports future growth in physical retail, with plans to roll out the concept across new and existing locations.
Work is already underway to develop more compact versions of the concept, suitable for local contexts, as well as adaptations for new-build and refurbishment projects.
Location Alcorcón, Madrid, Spain
Area 4,000 sqm
Design Dalziel & Pow