Following its acquisition of the German technical running brand, foot locker appointed rpa:group to design the new interior concept, preparing the brand for a wider international presence both online and physically. The store needed to create a canvas for the evolution of current brand communication and future-proof the customer journey.
Gravitating to a clear and authentic celebration of the product and its incredible range of colour and textures, the fixtures were designed to be linear, flexible and minimal. The design sought to provide a customisable kit of parts that responded to localised and seasonal range requirements as well as forming social spaces for running clubs. The core component of the customer journey is based around a fitting service and gait analysis so the environment had to facilitate the seamless interaction of staff and customer.
The store kit adapts to suit both mall and flagship locations, allowing both to express local relevance and develop its own distinct personality while retaining its core requirements. The redesign of the analysis areas respond to gender preferences and combine a range of open and accessible experiences, as well as more discreet and personalised spaces.
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