Amer Sports Oyj : Suunto unveils new, modular retail store concept with VR experience

With its virtual reality technology, oak interior and beautifully lighted product shelves, the new Suunto concept store stands out at Helsinki Airport. The store is the first realization of Suunto´s new Pivot V2 retail concept. It differs from previous concepts in terms of material, design, and functionality, says Tanja Kaasinen, Global Head of Shopper Marketing for Suunto.

To start with, all Pivot shops will be furnished with real oak wood with burnt re-touch.

'This is both brand look and feel and a sustainability matter. We want to avoid plastics where ever we can,' Kaasinen says.

Diving or running with VR

To provide a more vivid brand experience, the store offers customers a virtual reality equipment.

'The world of Suunto is amazing. We want to show our customers how it feels to dive in clear blue ocean water or run in the stunning scenery of northern Tenerife. We also demonstrate how our dedicated staff builds our products by hand, with attention to every detail. After the VR experience, customers can continue to touch, feel and play with our real products.'

The Pivot V2 solution is fully modular.

'Our range of modules covers everything from a single unit to big wall structures. Local teams have countless options to customize the assortment and the solution according to customer needs. They can recycle parts and pieces when they change setups.'

Finnish design

The new store concept is designed in Finland.

'We have built the concept in close collaboration with local teams, leaning on consumer data and insights. We want to ensure that the solution shares the same design DNA we have in our products.'

Suunto store at Helsinki Airport in Finland was opened in February. After this pilot, more openings will follow.

'New installations will be built in the retail channels our consumers want to use. We pay attention especially to the consumer electronics channel.'

Kaasinen is confident that with the new concept, Suunto can attract both new and existing customers.

'We feel that with this concept, we can provide the consumer with a truly immersive brand experience.'

suunto.com