Foot Locker is debuting a new retail brand, The Locker Room, in the United Kingdom. The format was unveiled at the end of 2011, in Brent Cross Shopping Centre, North London. Two additional stores opened in spring 2012, in Birmingham’s Bullring shopping center, and in London’s Lakeside center.
Designed by the London-based Dalziel and Pow, The Locker Room is sleek and contemporary looking. It extends Foot Locker’s core strength in footwear to include apparel and accessories, targeting performance-sports enthusiasts of all ages and levels. It features dedicated areas for different sports, including track and field, football and running. Each department displays the related performance footwear, apparel and accessories, with Nike, Adidas, Reebok and New Balance among the available brands. The store concept is approximately 3,300 sq. ft.
Service plays a critical room in the new format, which approximately 3,300 sq. ft. Generous space is given to footwear seating and to the dressing rooms as well. A “Community Sports Zone,” which features local sports clubs’ events and interactive “Be Connected” terminals, is located next to the cash wrap.
The interior is a concrete shell of rendered walls and polished concrete floor, with a contrasting bright white ceramic walkway on one side. The walkway is called out by a white ceiling raft that leads shoppers from the entrance down the full length of the store. The graphic color palette of black and white with a highlight color is applied throughout the space to aid navigation and promote product benefits.