This will effect all 29 John Lewis stores and its seven John Lewis At Home shops.
The first London 2012 shop opened in July 2010 in St Pancras Station before further stores opened at Paddington Station, Heathrow and Stansted airports and Canary Wharf.
Futurebrand creative director Matthew Buckhurst says that when guidelines were handed over to the London Organising Committee for The Olympic Games, ‘We had kept in mind how the store would look in different formats, including John Lewis.’
A London 2012 shop opened in John Lewis’ Oxford Street flagship in summer 2010. This latest announcement includes the expansion of the concession to around 1800m2.
Futurebrand said the original shop design was conceived to ‘balance an on-brand memorable London 2012 experience for the visitor and an efficient and commercially viable retail space.’
The new shops will sell up to 3000 different London 2012 products and incorporates images of London landmarks, the Wolff Olins-designed 2012 identity and Someone-designed pictograms into a heavily branded space.