JD Pro opens in Bayswater in December and will offer a wide range of ‘specialist brands’ presented in a store which includes moving mannequins, digital countdown clocks, neon lighting and illuminated chevrons.
There will be a running mannequin in the window display and other static ones in-store, set in positions which capture movement.
Pin boards with white lettering provide a wayfinding solution to navigate around merchandising displays, which have been designed as a kit of parts to allow for regular changes.
Steve James-Royle, creative director at The Yard Creative, says the design is ‘a category specific experience enabling shoppers to browse all relevant products on offer for a particular sport within one dedicated area.
‘We really wanted to create an interior that would stop people in their tracks, so we used a darker than usual colour palate to boost the impact of the colourful products on offer.’
The consultancy, which has worked with JD Sports since 2008, was approached directly early in 2012.
A roll-out is expected to further stores.