How we amplified Footasylum’s DNA through its stores

Footasylum is known for its unique approach to sport fashion retail, and with 70 stores across the UK is a leading, multi-brand footwear and sport fashion retailer. We created its newest store concept – a benchmark for multi-brand retail design that’s now rolling-out across flagship locations, store refits and new sites. 

Our brief was to evolve the existing store design and improve the customer experience, but not be afraid to go against the norm, in other words, stay true to Footasylum’s DNA of ‘Genius Madness’. We did more than just stay true. We amplified the brand’s irreverent spirit, to create a dynamic retail experience that shakes up predictable category conventions.

A multi-brand store packed full of vivid storytelling and compelling brand franchise stories

Designed to be truly hyper-local, the concept includes a digital experience platform that mixes brand partner messaging with the very best of locally relevant Footasylum content, from across its social channels. An infinity chandelier and floor installation showcase endless views of coveted footwear to delight its legions of sneaker-obsessed shoppers. The store design is enjoying stellar sales, delivering to both commercial and brand partner requirements, and outperforming all forecasts and targets.

In creating a new retail concept, our priority was to keep the core DNA that Footasylum is known for, whilst exploring how this could be redefined to suit the rapidly evolving high street. Our intention was to improve the customer experience through digital and in-store theatre, but not be afraid to go against the norm and defy the ordinary. We kept this in the forefront of our minds throughout the entire design process. OFD have been consistently professional, dedicated and innovative in their approach, which in turn has resulted in successfully delivering the new concept into a number of mega stores. Including

Stratford, White City and most recently Liverpool One. Each of these stores continue to trade above expectation, they have been extremely well received by brand partners and most importantly, by the consumer.

Anthony Potts

Head of Visual Merchandising - FootAsylum