Game 7 Athletics, an Italian multi-brand sports & lifestyle store, was opening a flagship store inside Arese shopping center in Milan, which provided the opportunity to rethink the brand image, including a whole renovation of logo, fixtures and global look. Conjugating the two souls of the sports universe, performance and lifestyle, the store has been thought as an urban and technological scenario through the use of LED light and raw materials, such as metal and concrete.

In the middle of the store a huge box was erected, covered in stretched metal sheet and sliding plexiglass panels, to host the shoe universe, a dedicated area paved in asphalt-like resin. On the sides and front of the box, videos are projected directly on the metal sheets to emphasize the dynamicity of the sports and to promote brands.

The front is born as a unique entrance with two windows at the sides, tripartite by two columns: the left side takes the visitor to the men’s area, the right side to the women’s and the central entrance is focused on the main video projection with an induction area in between aimed to attract clients inside. In the back of the store a huge murales Milan & Sports themed was drawn by local artists.

Designed by arch. Anna Faccioli & arch. Tommaso Zanini / d+d group