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Rebel

Rebel, a specialised sporting retailer and an integral part of the Super Retail Group, has grown from its origins in 1985 to encompass over 160 stores across Australia…

Rebel Mt Ommaney

About

Rebel, a specialised sporting retailer and an integral part of the Super Retail Group, has grown from its origins in 1985 to encompass over 160 stores across Australia. Catering to everyone from casual enthusiasts to dedicated athletes, Rebel has evolved its in-store experience to reflect the dynamic nature of the sports retail market. Following the 2017 conversion of Amart Sports stores to Rebel and the introduction of the Rebel Fit branding in select stores, the focus has now shifted toward an innovative retail experience through the launch of Rebel Customer Experience (RCX) stores.

  • Industry Retail
  • Client Rebel
  • Location National
  • DateOngoing
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The Project

The RCX stores are designed to redefine sports retail with a fully immersive, technology-driven experience. These flagship locations offer a personalised shopping journey, with interactive sports bays where customers can test products and experience the brand’s commitment to performance. Recognised as Rebel’s primary signage partner for over 30 years, CV Media & Signage has delivered all internal and external signage solutions for these transformative spaces.

In the initial RCX stores, CV Media & Signage served as the sole signage supplier, installing 10-26 unique digital assets per store, including a variety of advanced digital displays such as video walls, LED hero displays, digital screens, and LED tickers. Alongside the digital elements, CV Media & Signage provided an extensive suite of static signage that is integral to the stores’ immersive environment, including custom-fabric lightboxes, LED neon hanging signs, fabricated letter sets, directional and wayfinding signage, and expansive wall decals.

Rebel’s flagship Emporium store exemplifies the brand’s dedication to a unique, immersive retail experience. Central to this transformation, CV Media & Signage integrated a sweeping 1-square-kilometre mural by renowned artist Brolga across the store’s 160-metre shopfront, celebrating Melbourne’s vibrant culture and creating a striking visual entrance. To further enhance this atmosphere, CV Media & Signage installed over 1,400 square metres of self-adhesive vinyl (SAV) alongside custom-fabric lightboxes, LED neon signs, fabricated letter sets, navigational signage, and more, all contributing to a cohesive and visually captivating shopping environment.

Through this partnership, CV Media & Signage has demonstrated its ability to deliver end-to-end, future-focused signage solutions that elevate traditional retail to new heights. Rebel’s investment in these RCX stores underscores its commitment to setting the benchmark for sports retail in Australia, and CV Media & Signage is proud to contribute to this exciting evolution in the industry.