Sun & Sand Sports Fitness Campaign: MVMT LAB, TRAINLAB & RUN LAB, Granada Mall, Riyadh

One campaign. Three training zones. A store that tells the story from the entrance to the shoe wall.

For Sun & Sand Sports at Granada Mall in Riyadh, we produced a complete in-store fitness campaign. It turned the store into a set of colour-coded zones, MVMT LAB, TRAINLAB and RUN LAB, with large-format graphics, illuminated displays and branded fixtures working together. Everything was printed, fabricated and installed by our team in Saudi Arabia.

The brief: a fitness story that guides the customer.

A sports retailer has to help customers find what they need quickly while keeping the brand message strong. We structured the campaign around three clear ideas, movement, training and running, and gave each one its own colour and visual identity, so shoppers know where they are in the store at a glance.

Three training zones and entrance impact.

Storefront and entrance graphics. The campaign starts at the door. The glass entrance carries a large dynamic RUN LAB graphic of a runner in motion, and inside the entrance, mannequins stand on illuminated platforms with white top light and red underlighting. A bold red TRAINLAB feature wall with the "Join the Hunt" message is visible from the mall corridor. These elements invite shoppers in before they reach the first shelf.

TRAINLAB: a red feature wall for training. The training zone uses a full-height red graphic wall with an athlete in motion and the TRAINLAB branding, lit by spotlights so the colour stays vivid in the mall's bright environment. The strong colour makes the zone recognisable from a distance.

MVMT LAB: illuminated display tables and a hero element. In the store, metallic display tables carry the MVMT LAB name in white letters. A red-backlit lightbox panel is built into the front, and a cylindrical structure of stacked rings is framed by four vertical red LED tubes. A mannequin on a raised platform completes the island. The tables are practical for folded apparel, caps and accessories, and visually act as a branded hub.

RUN LAB: a blue zone for running. For running, the palette changes to blue. A table with a lightbox panel shows a runner with Arabic text, and a standalone fixture of vertical blue LED tubes repeats the RUN LAB name. On the shoe wall, black display panels with campaign graphics tie the running category together and keep the message consistent across the brands on the shelf.

Bilingual graphics and consistent print quality. Campaign graphics and wayfinding signs appear in both English and Arabic, which fits the Riyadh market. All graphics were produced through our digital printing service, with the same colour profiles and media standards across our network, so brand colours stay accurate from the storefront to the shoe wall.

From fabrication to final installation. Our in-house team handled fabrication, printing, finishing, delivery and installation at Granada Mall. A single team and one point of contact kept the zones consistent in colour, finish and timing.

More of our work in Saudi Arabia and for Sun & Sand Sports.

• adidas Hyperboost displays at Sun & Sands Sports, Deira City Centre, UAE: table branding with LED edge-lighting.
• Estée Lauder Companies brands, Riyadh activation: a multi-brand experiential activation.
• Decathlon active zone and signage, Bahrain: sporting zone branding and overhead department signage.
• Our work in Saudi Arabia: local capability and delivery from our Riyadh office.