The totems seem to make a breach in the ceiling, invading it with their dynamic, colourful presence, providing strong impact for a scenicbackdrop which is intentionally urban in style.The store is divided into three main areas for the public, according to the two sexes and two age groups, and featuring some micro corners for the four brands.įrom the architectural and interior design point of view, the Concept exudes dynamism, created using bright colours and irregular shapes, extremely attractive and designed for the specific target. These also include some impressive, recessed video walls, immediately visible from the entrance and composed of sixteen screens, which can either act independently or form one large image. Two prismatic totems, coloured green and fuchsia, characterise these spaces at the same time serving as internal communication totems and dressing rooms for the store’s young customers. On both sides of the path, two mirrored and complementary spaces are immediately recognisable for their colourful aspect, full of vitamins and energy. The entrance front view opens onto a central path which focuses on a multimedia tree, the hub of the store. This store impresses with its strong, decisive character and the clear-cut theming of its various areas. An analysis made on different sociological and market information has thuscome up with a truly innovative store model, the result of a merger between store and online shop. The Concept stems precisely from the observed need for teenagers to find a place they can fully identify with, where they can express their desire to play, to surface and play sports. The practice, an authority in various fields at international level, worked initially on analysing the strategic, operational and economic feasibility of the project.īased on this survey, it then developed a new concept of store that breaks away from monotonous patterns linked to classical Point of Sale concepts, aiming to become a specific benchmark for young athletes and their parents. Project development was entrusted to the “Studio Apostoli” architecture and design practice in Verona. The new sportswear brand, which holds Nike, Converse, Hurley and Jordan brands, plans to meet the growing, specific demands of pre-school kids and young secondary school athletes alike. The very first “Just Play” store was inaugurated on 29 March, in conjunction with the public opening of the Adigeo Shopping Centre in Verona, Italy. The new chain of sportswear shops, catering for youngsters aged between four and fourteen, opens its first store at the brand new Adigeo Shopping Centre, in collaboration with Nike Inc.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |