Champion Soho the first UK flagship Store of the iconic American sports brand, which makes its debut in the heart of London's shopping area.
From the desire to place special elements on isles and show product on coves, the idea of dynamic and sinuous line is born. Running on the perimeter of the store and creating a hand-like shape that recalls both the hand of the builder and the hand that grabs the product.
To properly follow with materials the dynamic soul of the store, riveted aluminium used for old planes came naturally
It perfectly follows the sinuosity of the store and helps to give the dynamic effect through its reflections and brightness.
Just like the windows on an aeroplane, a black reflective banner is inserted in the aluminium to allow focus on special products through hidden displays.
When turned off the monitors disappear, when turned on, they can show product specification, marketing campaigns and product focus and promotions.
Shelves, tables and windows are highlighted with LED strips that help define and enhance the lines running all around the store and highlight products.
Custom fabricated lights come down from the ceiling moulded to the shape.
This helps focus on the two tables for product display at the centre of the store.
In the white, black and grey surrounding, the red and blue colours of the Champion Logo really stand out on tables and the back drop logo signage.