Beyond Fitness
City Centre Me'aisem.
Davies Group UAE delivered a complete multi-brand sports and fitness retail fit-out for Beyond Fitness at City Centre Me'aisem — a destination store housing a wide roster of performance brands across dedicated zones, a full-height running shoe wall and a mezzanine level, built end to end for long-standing client Al Boom Marine.
← All ProjectsOne store. Every brand.
Beyond Fitness at City Centre Me'aisem brings together a wide roster of performance sports brands under one roof — Oakley, 2XU, Silverback, inov-8, Polar, Cannus and more — each with its own branded zone, signage and merchandising built to that brand's identity within a single cohesive store.
A full-height running shoe wall anchors the inov-8 zone, with a mural-scale graphic wall above and dedicated hydration and accessories displays alongside. The 2XU performance wall and Oakley sportswear zone carry their own branded fixtures and lightboxes, while a central Cannus service counter and Silverback bike display anchor the store's cycling offer.
The fit-out extends across a mezzanine level, with the full brand mix continuing upstairs. Every wall system, shelving run and branded fixture was designed and built in-house by Davies Group UAE for long-standing client Al Boom Marine, delivered as a single accountable design-and-build contract.
The finished store.
