Pro Direct store interiors look to bring the online offline

Green Room has created new store interiors for sportswear retailer Pro Direct, aiming to ‘capture the dynamic feeling of walking into a physical realisation of their website.’

Pro Direct store interiors
Pro Direct store interiors

The consultancy describes the central London store, which specialises in football equipment, as a ‘digital mortar’ space, which uses technology throughout in order to align the physical store environment to Pro Direct’s website – previously its only selling platform.

In-store touchscreens
In-store touchscreens

Paul Mynard, Green Room creative director, says,  ‘With the biggest online boot room in the world, Green Room faced the unique challenge of creating a high-street presence for an established digital brand which reflected this wealth of information and product.

‘By placing digital at the heart of the store – through digital window displays, product merchandising and immersive, interactive content – we have been able to present the beautiful game in a beautiful way.’

Pro Direct store interiors
Pro Direct store interiors

The store uses a grid system of screens to show real-time information that users can access on desktop and mobile devices as well as in store.

Green Room says these can act ‘as a blank canvas for branded content, while creating immersive experiences at the same time’. 

Pro Direct store interiors
Pro Direct store interiors

Other features include a glass monolith displaying limited-edition football boots and boots signed by ‘the world’s best players’, says the consultancy.

Digital mannequins that display life-size video of players and models wearing the clothing, and a basement area will be used for player appearances, launch events, live match screenings and displays of ‘football art’.

According to Green Room, Pro Direct is looking to launch a mobile app, which shoppers can used to create a unique profile. They will then receive personalised content and product suggestions based on their size and preferences.

Pro Direct store exterior
Pro Direct store exterior

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