Just Play concept store in Verona: at Adigeo shopping centre, the brand introduces a new format designed by ABCPLUS, marking the first step of a redesign that will progressively roll out across the entire store network. In this scenario, architectural language and retail strategy converge to reposition the store as a place for connection — not merely a point of sale. For a wider perspective on retail design language and customer journey principles, see our dedicated article.
Focused on streetwear and sneaker culture, Just Play brings together some of the most recognisable names in the category — from Nike and Jordan to Converse and New Balance — while, at the same time, reframing the customer journey as a shared, urban experience. Moreover, the space is conceived to support interaction and belonging, so the community becomes an active part of the store’s identity.
Just Play concept store in Verona: the first step of a network-wide redesign
The brief is straightforward: translate the world of play and sport into a spatial narrative that feels inclusive and social. Therefore, ABCPLUS approaches the store like a contemporary “public square”, where design decisions are meant to trigger relationships as much as they support merchandising.
“We wanted to create a space that feels like a natural extension of the world of play and sport,” explains architect Valentina Dallari, part of the ABCPLUS team. However, the result goes beyond thematic references: graphic lines and architectural gestures are orchestrated to generate rhythm, energy, and movement.
A graphic portal and a luminous entry sequence
The entrance is defined by a luminous portal that immediately signals the store’s new identity. In addition, brand logos and bold signage establish a recognisable visual code, setting the tone for an environment where light and colour work as narrative tools.
White acts as the primary chromatic base, because it boosts brightness and sharpens the focus on the collections. Meanwhile, red, yellow, and green accents reference the vitality of sports courts, while metal structures and wall graphics complete the setup with a contemporary, athletic edge.
From product to belonging: layout, zones, and community experience
Inside, the layout reads as an experiential itinerary: from sneaker areas to accessory zones, each section is designed to encourage sharing and interaction. As a result, the customer is no longer a passive observer, but an active participant within a space that supports conversation, discovery, and community dynamics.
To clarify how the concept performs, the store relies on a few key moves:
- a flexible display grid that can adapt to drops and capsule releases;
- strong visual wayfinding to make categories immediately legible;
- moments for pause, where the community can gather and exchange content.
A phygital retail model connecting store, e-commerce, and events
With this project, Just Play combines physical and digital layers into a connected retail model, linking the in-store journey with e-commerce and community-focused events. For additional brand information, see the official page Just Play Verona store.
In parallel, the same inclusive mindset informs the Just Play Campus in Cavaion Veronese: a sports hub dedicated to under-18s, conceived as a free, open place for sport, socialisation, and safety. In this way, the retail project expands in scale and builds a coherent brand ecosystem.
About ABCPLUS
Founded in Verona in 2017 by architects Nicola Braggio and Damiano Capuzzo, ABCPLUS works across scales — from interior design to urban planning — with an approach rooted in subtraction and a balance between aesthetics and function. Over time, the studio has expanded its focus to hospitality and retail design, increasingly exploring inclusion and the experiential dimension of space.
Location: Adigeo Shopping Centre, Verona (Italy)
Design: ABCPLUS