LSKD

Pacific Fair Flagship Store Launch

/ Store Experience Audit
/ Creative Strategy
/ Experience Design & Art Direction

Challenge

LSKD lives and breathes its mission to get 1% better every day.

The brand needed its Pacific Fair flagship store to embody this mission – creating a welcoming community that brings people together through sport, fitness and adventure.

Insight

Through a brand and store audit, I uncovered a disconnect between the brand's rapid evolution and its physical retail presence:

While LSKD was expanding into holistic wellbeing and attracting a huge female demographic online, their legacy stores were still projecting an overtly masculine and industrial gym aesthetic.

Approach

My creative strategy explored the tension between opposing forces to bridge the gap:

Masculine — Feminine
Hard — Soft
Industrial — Natural
Grind — Growth

Instead of abandoning LSKD’s functional fitness roots, the creative strategy balanced grit with warmth and inclusivity that welcome a broader demographic.

Delivery

Building on the creative strategy, I developed key design principles that empowered Dashing Group to deliver an inclusive LSKD community hub.

Design Principle / 01

Engineered for all

To solve the inclusivity challenge, I directed a shift in the materiality of the space. We countered the heavy industrial fixtures of legacy stores with softer natural textures like warm woods, raw cotton and cork.

This physical translation of the opposing forces perfectly balanced the in-store aesthetic to feel more inclusive.

Design Principle / 02

Community Built

I anchored the spatial design in flexibility with a fully moveable product station that transforms the space for local events. We also extended this flexibility into the change rooms, reimagining the space as a social dwell zone.

These flexible community spaces encourage people to pause, connect and get inspired every day.

Design Principle / 03

Kinetic Crop

I extended the brand DNA into the physical store by developing a "kinetic crop". This visual treatment allowed us to develop a suite of bevelled forms that appeared to be in dynamic motion: used across modular signage, display tables and plinths.

This allowed us to create memorable, ownable touchpoints throughout the store that live and breathe LSKD’s brand DNA.

By shifting the floor plan to a flexible layout, the space now seamlessly adapts to host community events.

We paired this with dwell zones that encourage genuine connection over quick purchases.

This community focus, combined with the strategic introduction of luxe natural textures, perfectly balances the brand's industrial roots with a warmer energy, proving that LSKD’s mission to be "1% Better Everyday" belongs to everyone.

Impact

“The result is a compelling space that resonates with our community while embodying our evolution as a brand to be 1% better every day, providing an exceptional community experience in store.”

Macauley Ryan
LSKD
Omni Channel Specialist