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In a marketplace where we need to inspire the jaded shoppers with something new and fresh, The Locker Room does just that. The first store of the planned roll-out was launched in late 2011
in Brent Cross shopping centre, North London – an affluent and popular location with the right customer profile. A further two stores opened in spring 2012, in 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. The use of language, a unique ‘tone of voice’ is a key contributor to the overall experience. Keeping in sync with the brand mantra ‘Be Obsessed’, we 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. 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… not to mention basketball and other global sports. As a consequence, the stores deliver the power of a global brand with the attention to detail of an independent – service is at the heart of the offer.

Foot Locker approached us to create a new dedicated performance store that would extend their experience of sport fashion footwear to the performance sports enthusiast. The offer extends from Foot Locker’s core strength in footwear to include apparel and accessories for football, gym training and running, children’s and global sports. We have been responsible for the identity, the communications and the interior design… the total brand experience. The total programme from start to finish was completed in just 22 weeks.

Service is an integral differentiator here with more space than normally afforded to footwear seating, and generous changing rooms. Adjacent to the cash desk in Brent Cross is a ‘Community Sports Zone’ that features 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.

The interior is a concrete shell of rendered walls, polished concrete floor, with a contrasting bright white ceramic walkway to one side, emphasised 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.

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.

David Wright
Group Marketing Director
+44(0)20 7837 7117

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