This dynamic feature immediately attracts visitors with its turf flooring and bold digital ceiling displays, setting the tone for a store designed around play, entertainment, and connection.
The Immersive Football Experience is conceived as a high-energy front-of-house catalyst: a rectangular patch of artificial turf stitched into the circulation spine, rippling with branded games, wayfinding and camera moments. Above it, a tessellated digital ceiling — made of backlit LED panels — plays looping sports highlights, user-generated clips and in-store promotional content, creating an enveloping overhead theatre that draws visitors down the path.
A large mosaic video wall anchors one end; its multi-screen matrix supports live feeds, social media walls and scheduled programming. Around the turf, low timber plinths double as seating, product displays and mounting points for temporary activations (competitions, pop-ups or influencer takeovers). The material palette mixes durable components — wear-resistant green turf, sealed oak veneer and a hardwearing resin-bound floor — to balance spectacle with maintenance. Operationally the zone is designed for quick reconfiguration: plinths on discreet castors, modular turf panels and an AV rig that supports live switching.
Wayfinding graphics and the yellow circulation strip guide visitors toward stairs and the upper level, while recessed lighting and acoustic baffles in the black-painted ceiling reduce reverberation during busy activations. Accessibility has been considered with flush transitions and clear sight-lines for guardians. From a brand perspective, the installation signals that the store is more theatre than showroom — a place to linger, record and share rather than simply transact.
