Rebel Sport: The Rebel X Concept Store

RD has partnered with Briscoe Group since 2012, delivering floor plans, joinery design, and manufacture across the entire Briscoes and Rebel Sport retail network nationwide. When Briscoe Group set out to fundamentally reposition Rebel Sport with a new flagship concept, RD was the natural partner to bring it to life.

The brief was ambitious: create a retail environment that would elevate brand perception among consumers and global sports brands, integrate large-format digital content seamlessly into the physical space, and be scalable for national rollout. The project demanded close collaboration between RD and Briscoe Group to deliver impactful change.

RD expanded its design team, employing two additional Industrial Designers and mobilising all nine members of the design studio, to translate and value engineer, The G Store’s strategic concept into fully resolved, buildable, and repeatable store designs. RD’s Design team developed detailed joinery documentation suitable for both local and offshore production.

The first Rebel X store opened at Panmure, Auckland in 2025. The impact has been immediate, with a a major change in customer experience and product offering.