Go Sport MOE

Lead DesignerCarla Conte
Prize(s)Honorable Mention
Entry Description

Go Sport has built a reputation for being the region’s best sport retailers. We were asked to re-create ten experience zones across their new flagship store. We identified which areas to incorporate digital experiences and created furniture and fixtures that elevated each zone into a unique interactive experience. Bold lighting techniques, fresh graphic walls, dynamic shapes and volumes were added to impress customers and solidified the brand’s visual appeal in the retail arena. A dark grey palette with pops of acidic colour conveyed a sense of energy and dynamism the brand wished to exude. Wooden elements were strategically used in outdoor areas and fitting rooms to provide a warmer tone where needed.

Combining current design trends with the latest retail technology was key. Motion detection display units from Perch Interactive were highlights within our experience zones. Each zone incorporates a customized digital app which supports each zone’s theme.


Brand Creative was established in 2011 and has a core team of talented, multidisciplinary designers with backgrounds in strategy, architecture, civil engineering, interior design and graphic design. The company specialises in the retail, hospitality and entertainment sectors in the UAE, GCC and internationally, providing unique, creative solutions that increase brand awareness and sales. Founder and Creative Director, Carla Conte, has also been named as one of the top 50 most influential designers in the MENA region in 2013, 2014 and 2015 in Commercial Interior Design magazine.