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.
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.’
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’.
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.