The London Organising Committee of the Olympic Games says six more shops are set to follow.
The consultancy designed the concept for the 2012 retail spaces, the first of which opened at St Pancras International Station in July.
Situated in ‘The Lawn’ shopping area of Paddington Station, the new 70m2 space will sell London 2012 merchandise.
Futurebrand says it has tried to balance ‘an on-brand memorable London 2012 experience for the visitor and an efficient and commercially viable retail space’.
The new store is geared towards ease of shopping, says Futurebrand, which says it has identified a look and feel that will make for a ‘unique’ shopping experience with an ‘understandable’ brand narrative.
Using the Wolff Olins-designed London 2012 identity extensively throughout the store, Futurebrand has added Someone’s pictogram designs and images of London landmarks.