Once upon a time, the physical store was the primary retail environment and the online store was secondary, but this web-enabled retail domain merges the two. Furthermore, it seems to reverse the order of influence when establishing a branding strategy and an overall consumer experience.
Pro Direct's London location in Foubert’s Place was deliberately designed to reflect the virtual journey that customers take while browsing the cyber store. The design consultancy Green Room was working particularly to target tech-savvy soccer players with an immersive digital interior that's covered in high-definition displays and touchscreens. Neon lights illuminate interactive displays of sportswear and football sneakers by Nike, Puma and Adidas. This web-enabled retail space lets its predominantly teenage and millennial shoppers seek out realtime information about products through the fixed monitors and their own smartphone apps.