The Brief

Pro:Direct came to us with a clear vision. For the e-tailer’s first venture 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 physical and digital worlds to create the ultimate retail concept – one that would reflect the pace and interactions of digital life, while adrenalising the senses in a way only physical submersion can?

Alive in real-time, interactive, immersive, engaging, shareable…

“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.”

Adrian Lake

Harnessing the energy and passion of the football-obsessed fan

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. By mapping out the continuous circle of on and off-line engagements, we established that this customers’ route to purchase was influenced by multiple touchpoints; from on-pitch banter with peers to the hottest online news from their favourite teams, player and brands.

To impress the young and tech-savvy, the experience needed to be immersive, meet and marry both emotional stimuli and provide seamless mobile and web integration. 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 and importantly, shareable…



A store environment that refreshes as quickly as the digital world does

We developed a flexible grid system of digital screens and product display panels that provide a super-sized blank canvas of rich, branded content, resulting in a high-impact, immersive cyber world. From live product launches and full store takeovers to real-time reviews and social media feeds, the store facilitates an augmented product playground, where customers can deeply engage with brands through a sensorial mixture of physical and digital touchpoints. Football players from the likes of Pele, to Kieran Gibbs and Geoff Hurst have graced the store with their presence, drawing fans from far and wide, fortifying Pro:Direct’s status as the retail heartbeat of the football community.

Interactive digital mannequins can be customised by visitors in the latest apparel, while 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.

This ability to move digital experiences into the physical environment sets Pro:Direct’s store apart from any of its kind. Following the successful London launch, this design concept is now being adapted and rolled out across Europe.  View the inside of the store in our 360° render.

The Results
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    Including 2016 Winner The Award for Retail Theatre - Retail Week Customer Experience Awards

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