pp-live-2020-nov-19
pp-live-2020-nov-19
Jul 09, 19

Green Room and PUMA kick off new City Store experience

{desc}

As part of an ongoing relationship with PUMA, Green Room has designed key digital and physical experiences within the new City Store experience, to coincide with PUMA’s new partnership with Manchester City.

The concept centres on bringing City fans into the fold. Inspired by the city’s diverse and vibrant culture, the space was designed to create a dynamic store experience that taps into Manchester’s infamous music scene.

Green Room has designed four key areas within the new City Store; windows and external façade graphics, a giant landing zone on the ground floor, an interactive boot wall and the stairwell and lift zone which runs to the kid’s department at the start of the club tour.

The store fascia has been transformed on both sides with a huge vinyl wrap, drawing people in from key transport links as they approach the stadium, while the global window campaign has been adapted with four premium windows to promote the new Home and Away kits. Inside, a new landing zone spans the full width of the store and uses digital mirrors, ambient content and animated overhead lighting to draw the eye in and then out to category.

The landing zone also provides a stage to tell four key stories at any time. For launch, this is dedicated to Home kit, Away kit, Customisation and Predict the Game; a new touch screen game for fans to play in-store that will pull-through game data once the season kicks off.

Paul Silcox, Green Room’s Group Creative Director, said: “We approached this project with the intention of creating a more personal and characterful feel to the store. Whether visiting mid-week or on a busy match day, we wanted the space to deliver on customer retail expectation, but also offer elements of entertainment and surprise.

“Fan engagement is at the heart of this concept, we want them to feel that the store belongs to them and that they want to come back time and again, we’re very proud of how it has all come together and excited to see how the store experiences impact on both home and travelling supporters.”

Jason Isenberg, PUMA’s Head of Commercial Marketing, said: “Green Room has dialled up the overall experience of the new City Store, adding depth and fan involvement. The club’s community feel has really been brought to life and translated to the in-store environment, bringing fans closer to our new partnership with Manchester City - we’re extremely pleased with the end result.”

More Pictures

More pictures
brand1

Get all the latest trade news free straight to your inbox

Enter your email address:

Insight Update
Strava reveals activity trends from 48 million athletes worldwide

Strava reveals activity trends from 48 million athletes worldwide

Strava's annual Year in Sport report has revealed activity trends from 48 million people in 195 countries, the world’s largest community of athletes.

read article

Manchester Social Run

December 01 - 31 , 133 Deansgate, Manchester, M3 3WR

Kymira Sport: EE Infrared Sportswear Sponsor.

December 01 - 31 , Worldwide

Birmingham Social Run

December 02 - 31 , The Grand, 29 Colmore Row, Birmingham, B3 2BS
BB Sports Distributors

BB Sports Distributors

29A Apple Lane Trade City, Exeter , EX2 7HA

view profile

Get your FREE digital subscription! Sports Insight is available on your mobile device

kindle-logo ios-logo google-logo

download
  

Works With:

{-- --}