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May 17, 2013

Retail design consultancy Green Room announced it has created a new multi-channel store concept in London’s Foubert’s Place with sportswear retailer Pro Direct, bringing the brand’s on-line experience to life within the physical retail space.

According to the companies, Pro Direct’s vision was to capture the dynamic feeling of walking into a physical realization of their website. This vision was realized by Green Room in the form of London’s premiere "digital mortar" space, just off Carnaby Street.

Aimed at digitally-enabled soccer enthusiasts, the new Pro Direct store presents elite sporting goods in a premium format through immersive digital experiences and seamless mobile and web integration. Showcasing soccer brands such as Nike, Adidas and Puma, the space presents a flexible digital environment acting as a blank canvas for branded content, while creating immersive experiences at the same time, the companies said.

“Our vision was to create a live, connected retail theater for the world’s most beautiful game," said Adrian Lake of Pro Direct. "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.”

The store's digital environment is created through grid systems of digital screens and product display panels which present brand product stories, themed collections or full store takeovers. These elements all update in real time with web-based content, showcasing the store’s agility to adapt with breaking news and live product launches. This allows consumers to sample an exclusive selection of the latest, greatest boots, while browsing the world’s biggest virtual boot room at the same time.

Other features include an iconic glass monolith of special limited edition boots and signed boots by the world’s best players; interactive digital mannequins that feature life-size video of players and models wearing the latest apparel; and an exclusive basement area used for player appearances, launch events, live match screenings and display of soccer art.



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