Make it stand out.
XYZ Premium Fashion Store – Belgrade Waterfront, Serbia:
Flagship 1,800 m² multibrand retail concept for Sportina Group, balancing high-end materials, light-rich display design, flexible zoning, and customer-focused fitting environments. Delivered in line with tenant guidelines in BW Galerija.
XYZ Premium Fashion Store @ BW Galerija, Belgrade Waterfront (≈ 1,800 m²)
Flagship multibrand fashion store – Sportina Group
Project Scope & Positioning
This store spans approximately 1,800 m² in the new BW Galerija shopping centre at Belgrade Waterfront, conceived as one of the flagship retail spaces for Sportina Group’s XYZ concept in a premium waterfront location.
Programme & Design Brief
The project brief involved aligning a bespoke high-fashion retail experience with Sportina Group’s tenant manual standards. The large area is zoned into distinct merchandise environments—clothing, footwear, accessories—with dedicated VIP and standard fitting rooms. Particular emphasis was placed on specialized lighting design and material finishes to ensure the space both displays and enhances the merchandise.
Spatial Organisation & Retail Experience
Clear zoning delineates areas for ready-to-wear, shoes, accessories, and garments.
VIP changing rooms and spacious fitting cabins designed for customer comfort and elevated experience.
Flexibility in layout allows dynamic product display and seasonal reconfigurations.
Lighting & Material Strategy
Accent and display lighting was carefully engineered to highlight textures, colours, and brand identity.
High-quality, neutral-toned finishes—wood veneers, soft textiles, matte metals—chosen to reflect light subtly while maintaining premium ambiance.
Finishes were selected to complement and never overpower product lines, ensuring both store and merchandise “work together”.
Brand Integration & Identity
The design fosters a retail setting that reflects the XYZ brand’s upscale multibrand positioning. Thoughtful detailing, curated lighting accents, and spatial clarity form a consistent backdrop for the luxury international labels represented in store.
