NOUS Athleisure Experiential Concept Store

The architectural approach of NOUS fashion boutique relies on a completely innovative concept, where shoppers can actually go through an experiential journey, which instantly stimulates all five senses; sight, sound, smell, touch, taste. In essence, with the assistance of neuroscience, the concept is based on a harmonic correlation between the architectural composition and the neurological impact on visitors provided by the activities taking place within the store. Design is configured in respect to these activities and vice versa.
Entering the main space at the ground floor, visitors can contemplate and instantly comprehend the entire open space around them. The main goal was to deviate from the typical retail shop entrance, where someone can be easily irritated by the rushing tempos around the cashiers’ area or the noisy atmosphere. Rather than that, the main entrance is free from all obstacles, displays, or any other secondary objects. Smartly lighted, the main entrance is unobstructed to the exterior and interior spaces in order to provide feelings of calmness and welcoming to anyone entering the store. Since the store is in the heart of Sani Resort Marina, all the above should be imprinted clearly into the design as well.
The space is organized into several open plan sectors, without the use of any strict obstacles or immoderate signage. On the contrary, the visitor can browse within the entire space in a relaxing mode, staring not only at the products but also at the activities taking place around them. They can participate in any action and be guided by the discreet humoristic signage. Some of these activities include touch screens with fashion games on them, a Kid’s corner with fun games, carpets with several materials on them, where they can physically test the shoe products, sit down and drink fresh juices or read a magazine and many more. It was very crucial for the architects to incorporate all these facilities within the actual retail environment of buy