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Pro-Direct - Flagship Football Store, London

turning digital thinking into physical experiences


We love a challenge and the chance to create an immersive, physical store for one of the world’s largest football e-tailers, Pro-Direct Sports, really got us excited. The flagship store had to deliver at all levels to engage with young, football enthusiasts.

The Brief

Pro-Direct came to us with a clear vision. For the e-tailer’s first foray into bricks-and-mortar, they imagined a lively ‘retail theatre’ that would break new ground and inspire their ultimate goal: transforming the brand from an e-tailer into the world’s most digitally dynamic, multichannel retail ecosystem. This was a dream project. How could we merge the physical and digital into a whole new retail concept – one that would reflect the pace and interactions of digital life? To impress the young and tech-savvy, the experience certainly needed to be immersive, with seamless mobile and web integration.

The Insight

The football category needed to be shaken up to satisfy the insatiable appetite of the young, digital-native champions of the game. Football is their life. London’s premier ‘digital mortar’ retail store design needed to be defined. An environment that focused as much on the e-tailer’s digital heritage as the social and physical presence of a store. Alive in real-time, interactive, immersive, engaging, shareable…

The Solution

How did we bring to life the challenge of ‘digital bricks-and-mortar’?

Through a flexible, grid system of digital screens and product display panels that provide a blank canvas for the rich branded content that Pro-Direct are dedicated to generating. From live product launches and full store takeovers to real-time reviews and social media feeds the store is alive with rich content. Interactive digital mannequins can be customised by visitors in the latest apparel, and an iconic glass centrepiece showcases limited editions and autographed boots from the world’s top players.

As the store continues to evolve, a mobile app will interact using beacon technology to create a personal dialogue between store and consumer, with personalised greetings, content and proactive product suggestions. It will also prompt staff to have products ready for trial by knowing sizes and preferences from consumer profiles. Following the successful London launch, this design concept is now being adapted and rolled out across Europe. Click here to view the inside of the store in our 360° render.

The Results


    @Prodirect_LDN achieved over 431,000 followers since the store opened

  • 0 awards

    Winner, 2016 Retail Week Customer Experience Awards - Retail Theatre

    Finalist, 2015 Drum Design Awards – Interior Design of the year

    Finalist, 2014 Oracle Retail Week Awards – Store Design of the Year

The Results

Adrian Lake, Pro-Direct

"Our vision was to create a live, connected retail theatre for the world’s most beautiful game. We went into a partnership with Green Room to lead the way in creating a digital store that lives and breathes through content working in pure synergy with our online presence."

Grid System

A grid system of 350mm square tiles was developed for the store. The grid is made up of graphic panels, digital screens, boot display panels and feature cases and is laid out across the interior walls creating a flexible framework for displaying a range of different product stories.

Store Takeovers

The grid allows for different levels of storytelling, from a micro-story on one or two panels about an individual boot, to a larger story across a section of a wall, or a showcase story which could even takeover the whole store.

Nike Shine Through

Adidas Predator Takeover

Pantofola d’Oro Made to Measure