The Locker Room

VM&RD - - CONTENTS - Chanda Ku­mar

Foot Locker’s new brand The Locker Room was con­cep­tu­al­ized to bring in some new and fresh in­spi­ra­tions for jaded shop­pers in that mar­ket. De­signed by Dalziel & Pow, the de­sign con­cept de­liv­ers a new ded­i­cated per­for­mance store that ex­tended the Foot Locker ex­pe­ri­ence of sport fash­ion footwear to a full line sports store.

On-and-off field sports­wear brand Foot Locker, a global player with 3,426 stores across 21 coun­tries in­clud­ing 70 stores in the UK, re­cently opened its new 4350 sft con­cept store in Birm­ing­ham’s Bull­ring shop­ping Cen­tre and Lon­don’s Lake­side shop­ping Cen­tre. Dalziel & Pow cre­ated the en­tire brand ex­pe­ri­ence in­clud­ing the iden­tity, the com­mu­ni­ca­tions and the in­te­rior de­sign for the con­cept. The de­sign ob­jec­tive was to create a new ded­i­cated per­for­mance store that would ex­tend the Foot Locker ex­pe­ri­ence of sport fash­ion footwear to the com­plete ex­pe­ri­ence of per­for­mance sports en­thu­si­ast.

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, bas­ket­ball and other global sports. The of­fer ex­tends from Foot Locker’s core strength in footwear to in­clude ap­parel and ac­ces­sories for football, gym train­ing and run­ning, women’s, chil­dren’s and global sports.

The store front, de­spite sport­ing mod­est font and col­ors, com­bined with the curv­ing lime and white par­al­lel lines (like run­ning tracks) cre­ates a dis­tinct sig­na­ture for the brand.

The store in­te­rior shell is a mono-chro­matic com­bi­na­tion of con­crete walls, pol­ished con­crete floor and a stripped ceil­ing. Stark con­trast­ing fea­tures like bam­boo cladding, glass pan­els, bright white ce­ramic walk­way and a white ceil­ing raft run­ning down the full length of the store draws at­ten­tion to dif­fer­ent prod­uct and com­mu­ni­ca­tion fea­tures in the store.

The vis­ual com­mu­ni­ca­tion strat­egy in the store ef­fec­tively uses an eye catch­ing graphic colour pal­ette and lan­guage which has been ap­plied through­out the store to add brand per­sona, nav­i­ga­tion and pro­mote prod­uct ben­e­fits. The brand iden­tity uses a pow­er­ful, sim­ple type face, sup­ported by a flex­i­ble brand icon of a lin­ear pat­tern sug­gest­ing per­for­mance and move­ment. The use of a unique tone of voice in sync with the brand mantra ‘Be Ob­sessed’, was ap­plied into in-store com­mu­ni­ca­tion, for ex­am­ple, ‘Be First’ was used for new ar­rivals, ‘Be Fast’ for spe­cial of­fers and ‘Be Orig­i­nal’ for ex­clu­sives.

The store de­sign of­fers a dif­fer­en­ti­ated en­vi­ron­ment of great ser­vice tes­ti­fied with the Com­mu­nity Sports Zone, ad­ja­cent to the cash desk, that fea­tures lo­cal sports clubs, events and in­ter­ac­tive ter­mi­nals that urges to ‘Be Con­nected… Be In­volved’. Spa­cious aisles, footwear trial seat­ing and gen­er­ous chang­ing rooms add to the ex­pe­ri­ence.

Ger­man fix­ture spe­cial­ists, Vis­play, cus­tom­ized fix­tures for sports goods and ap­parel Suit­ably adapted ver­sions of the La­bel sign holder sys­tem were also cre­ated for in-store prod­uct and in­for­ma­tion com­mu­ni­ca­tion. Light­ing plays a sig­nif­i­cant role in adding drama us­ing ac­cent il­lu­mi­na­tion that gives a spa­cious and pre­mium feel to the en­vi­ron­ment.

Dalziel & Pow be­lieve that this con­cept will prove that there are shop­pers out there will­ing to shop if en­cour­aged by es­tab­lished re­tail­ers of­fer­ing a great brand ex­pe­ri­ence with dif­fer­en­ti­ated prod­ucts, ser­vice in su­pe­rior store en­vi­ron­ments

Bright white ce­ramic walk­way and a white ceil­ing raft run­ning down the full length of the store draws at­ten­tion to dif­fer­ent prod­uct and com­mu­ni­ca­tion fea­tures in the store

The store front, de­spite sport­ing mod­est font and col­ors, com­bined with the curv­ing lime and white par­al­lel lines cre­ates a dis­tinct sig­na­ture for the brand

The vis­ual com­mu­ni­ca­tion strat­egy in the store ef­fec­tively uses an eye catch­ing graphic colour pal­ette and lan­guage which has been ap­plied through­out the store to add brand per­sona, nav­i­ga­tion and pro­mote prod­uct ben­e­fits

To tes­tify the great ser­vice of­fered, the Com­mu­nity Sports Zone, ad­ja­cent to the cash desk fea­tures lo­cal sports clubs, events and in­ter­ac­tive ter­mi­nals

Stark con­trast­ing fea­tures like bam­boo cladding, glass pan­els help draw at­ten­tion to dif­fer­ent prod­uct pre­sen­ta­tion and com­mu­ni­ca­tion fea­tured in the store

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