Foot Locker launches its newest concept in Europe

Foot Locker launches its newest concept in Europe

📅11 Novembre 2012, 11:05

Foot Locker approached Dalziel&Pow to create a new dedicated performance store that would extend their experience of sport fashion footwear to the performance sports enthusiast.

The Architectural Office, in London based, is responsible for the identity, the communications and the interior design: the total brand experience

Foot Locker newest concept in Europe

The first store of the planned roll-out was launched  in Brent Cross shopping centre, North London, in addition to the Birmingham’s Bullring shopping centre and London’s Lakeside shopping centre.

The brand identity uses a powerful, simple type, supported by a flexible brand icon of a linear pattern suggesting performance and movement. The graphic colour palette of black and white with the highlight colour is then applied throughout the store to aid navigation and promote product benefits.

Keeping in sync with the brand mantra ‘Be Obsessed’, Dalziel&Pow created a tone of voice for the POS elements, for example ‘Be First’, used for new arrivals, ‘Be Fast’, used for special offers and ‘Be Original’, used for exclusives.

The Locker Room by Foot Locker is the home of on- and off-field sportswear, offering the very latest in innovative performance footwear, apparel and accessories, merchandised in a pioneering store environment. The team utilized Visplay’s Grid 50 for the footwear merchandising. Working in partnership with  world leading sport brands such as Nike, Adidas, Reebok, Asics, New Balance and Saucony, The Locker Room, provides specialist sections for different sports, including football, track and field, running and fitness.

Foot Locker launches its newest concept in Europe

The interior is a concrete shell of rendered walls, polished concrete floor, with a contrasting bright white ceramic walkway to one side, emphasized by a white ceiling raft that leads you from the entrance down the full length of the store. The contrast of utilitarian finishes is softened with bamboo, which is used through the store in furniture, detailing and the primary finish of the till and Community Sports Zone.

Service is an integral differentiator here with more space than normally afforded to footwear seating, and generous changing rooms. Adjacent to the cash desk, a ‘Community Sports Zone’ will feature local sports clubs and events. The concept also has interactive terminals under the banner of ‘Be Connected, Be Involved’… a point of contact for the local enthusiast to make real connections with the Community. Lighting plays an integral role in creating a premium quality to the space.

Relying mostly on spotlights, the resulting effect is bright without being overpowering. This concept will prove that there are shoppers out there willing to shop, they just need to be encouraged by great retailers delivering a great retail experience.

Foot Locker launches its newest concept in Europe

Project The Locker Room
Location London
Design Dalziel & Pow
Footwear merchandising
Approximately 300 sqm
by AN shopfitting magazine ©

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