360° urban football culture
Football culture in the heart of Europe, right in the centre of Frankfurt. Outfitter opened its first ever concept store under the architectural direction of Jazzunique. The agency was holistically responsible for supporting the entire project – from the initial planning right through to the turnkey handover. The new centrally situated branch, bordering on the Zeil main shopping centre, marks a significant step by the online football shop in the high street sales sector.
The new store is entirely dedicated to football in all its aspects. True to the slogan of the brand, ‘With heart and turf’, the main focus (leaving the cult sport aside, which of course was reflected in many facets of the design facets) was on Outfitter’s strong local connections. In designing the 510 square metre shop, the agency thus concentrated principally on urban football culture and on perfect integration with the throbbing pulse of the Main metropolis.
The resulting store design makes a positive impression in view of its clear ambiance, dotted with dramatically striking elements, like the cages from city football grounds. Playful details also feature as charming references to the home stadium. Large luminous lettering conspicuously visible from a distance draws the eye, while creating thematic spatial demarcations with a selection of terms from the football world. An additional area in the foyer for pop-up presentations and events, incorporating a video wall, serves to promote products and at the same time can be used to publicise time-limited additions to the range or for intensive campaign drives. The Omnichannel Zone in the area of the tills creates a connection with the online shop, supplementing the offline store with its online history. Visitors can directly try out their personal favourites from Frankfurt’s biggest football shoe display on the floor surfaces provided (with a choice of ‘tartan floor’ or ‘artificial turf’) under ‘real’ conditions.
Outfitter’s own ‘Branding Lab’ moreover gives you the opportunity of putting your individual stamp on the goods – and thanks to the generously dimensioned shop window, visitors can watch the proceedings live. Outfitter combines the themes of football and lifestyle. To make this product variety visible at first sight, Jazzunique was able to make perfect use of the existing bipartite structure of the room. A black bracket as a design element linking the two areas serves at the same time as a restrained presentation area, one that gives the products space to make an impression. The modular shop system offers enormous flexibility for the presentation of any number of new products and brands.
- Nominee German Design Award 2019